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In our blog, we regularly share the latest trends, proven tactics, and practical tips drawn from extensive experience. As experts in online marketing, we are committed to your success when it comes to effective search engine optimization, targeted social media marketing, or tailored performance strategies.

Warriors
Knowledge

- Blog Posts

In our blog, we regularly share the latest trends, proven tactics, and practical tips drawn from extensive experience. As experts in online marketing, we are committed to your success when it comes to effective search engine optimization, targeted social media marketing, or tailored performance strategies.

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Why the 95:5 Rule is Revolutionizing B2B Marketing

Apr 17, 2025

Axel

Vortex

Category:

Growth Marketing

Post banner with background image and title - B2B Marketing 95-5 Rule

In today's B2B marketing, there is often tremendous pressure: Every lead counts, and every conversion must happen as quickly as possible. Marketing teams are gauged by short-term KPIs, and your focus is nearly exclusively on capturing the few potential clients ready to make a purchase right now. But what if this approach is fundamentally flawed and ignores the greatest growth potential? This is where the provocative yet evidence-based work of Professor John Dawes from the renowned Ehrenberg-Bass Institute for Marketing Science comes into play. His research challenges conventional wisdom and introduces the 95:5 rule: A simple yet transformative idea suggesting that at any given time, only about 5% of your potential B2B clients are actively seeking a solution in the market. The overwhelming 95% are part of your target audience but are not (yet) ready to buy. A marketing strategy focusing solely on the "hot" 5% risks overlooking the vast growth opportunities present in this larger, currently "passive" segment. You’re competing in a crowded pond for few fish, while an ocean of potential future customers is largely ignored. In this article, we dive deep into the 95:5 rule. We explore the problem of "now" obsession in B2B marketing, explain the scientific foundation of the rule, and most importantly, show you concrete, actionable strategies on how to adjust your marketing to not only serve the 5% but also win over the critical 95% for future success. The Problem: The Dangerous Fixation on the "Immediate" 5% Marketing and sales teams are under constant pressure to generate leads that quickly turn into revenue. This environment fosters an excessive reliance on bottom-funnel tactics: Performance Marketing: Paid search, retargeting. Sales Activities: Aggressive cold calling, direct approach via LinkedIn Sales Navigator. Content: Focus on product comparisons, case studies, demo requests. All these efforts target the small group of the 5% actively seeking a solution. This fixation on the "now" carries significant drawbacks: Intense Competition: Every one of your competitors is vying for the same 5%. This drives up costs for keywords, ad space, and ultimately customer acquisition costs (CAC). Lack of Differentiation: Amid the hustle of bottom-funnel offers, it becomes increasingly difficult to stand out from the competition. Messages often sound very similar ("We boost your revenue," "Our software solves problem X"). Missed Potential: The 95% not buying right now are overlooked. When these potential clients are ready to purchase in 6, 12, or 18 months, they may never have heard of your brand or formed no positive association with it. Weak Negotiation Position: If a buyer meets your brand only when deeply into the buying process and actively comparing options, your chances of winning the deal are statistically low. Brands that are familiar and trusted beforehand have a massive advantage. Solely concentrating on the 5% is a reactive approach, which incurs high costs and leaves long-term growth potential untapped. The Paradigm Shift: Understanding the 95:5 Rule The 95:5 rule is not an arbitrary number but based on extensive research by the Ehrenberg-Bass Institute, known for its evidence-based marketing principles (including Byron Sharp’s bestseller "How Brands Grow"). The core message is simple but profound: 5% are "In-Market": This group has a recognized need, is actively researching, and is ready to make a purchasing decision in the near future. 95% are "Out-of-Market": This group belongs to your potential target audience (e.g., companies of the right size and industry) but currently has no need, urgency, or awareness of a potential problem. They are, however, your future buyers. The key insight is: The 95% are not a lost group but your most important asset for future growth . If you manage to be present with this vast majority before they even think about a purchase, you have an unbeatable advantage when the need finally arises. The Solution: Building Bridges to the 95% – Marketing for the Future So how do you reach the 95% who are not actively listening right now? The answer lies in building Mental Availability . This concept, central to the Ehrenberg-Bass Institute's work, describes the likelihood that a buyer thinks of your brand in a relevant buying situation. Imagine the CTO of a manufacturing company (part of your 95%) reading a technical article about production optimization. If your ERP systems brand comes to mind positively because he recently saw an interesting ad or a relevant post from you, you’ve created mental availability. Months later, when he is actually evaluating a new ERP system (and becomes part of the 5%), your brand is already positively anchored in memory. How Do You Build Mental Availability? Broad Reach: You need to reach as many potential buyers within your category as possible, including the 95%. It’s about generating a large number of market contacts over time. Consistency: Brand building is a marathon, not a sprint. Regular presence over long periods is crucial. Distinctive Brand Assets (DBAs): These are the sensory and semantic cues that help buyers easily recognize and remember your brand without having to read the brand name. These include: Logo Color scheme (e.g., Telekom Magenta, IBM Blue) Slogan or tagline Jingles or sounds (e.g., Intel Inside) Characters or mascots Unique visual style in ads and content These DBAs must be used consistently to build strong memory structures. Linking with Category Entry Points (CEPs): CEPs are the various situations, needs, or problems that prompt a buyer to think about a specific product or service category. Examples in B2B: "We need to reduce our production costs." (--> ERP system, automation solution) "Our current software is outdated and no longer secure." (--> New software solution) "How can we make our sales processes more efficient?" (--> CRM system, sales automation tool) Effective marketing links the brand’s DBAs with relevant CEPs in the target audience’s mind. The 95:5 Rule in Practice: 4+1 Strategies for Your B2B Marketing Based on the insights of John Dawes and the Ehrenberg-Bass Institute, specific recommendations arise: 1. Rethink Success Measurement: Look Beyond Immediate Sales The greatest mistake is measuring the success of marketing activities—especially those targeting the 95%—solely by short-term sales or leads. If 95% of your audience cannot buy immediately, 95% of your efforts will inevitably have a delayed impact. What You Can Do: Measure Brand Health Metrics: Track long-term indicators like unaided brand awareness (when asked "Which providers for X do you know of?", is your brand mentioned?), aided awareness, brand image, and recognition of your DBAs. Measure Reach: What percentage of your total addressable market (TAM) do you reach with your marketing activities over time? Is this percentage growing? Measure CEP Associations: (Advanced) Understand with which buying situations your brand is associated and if you occupy the most relevant CEPs. Accept Longer Periods: Building a brand takes time. Do not expect immediate miracles but track trends over quarters and years. 2. Prioritize Reach: Speak with More Potential Clients Many B2B marketers believe in the power of high frequency—the assumption being that complex buying decisions require many touchpoints. However, Ehrenberg-Bass research shows this is often inefficient. What You Can Do: Focus on "Unique Reach": Invest your budget so you reach as many different potential buyers in your category as possible, rather than targeting a few repeatedly. The first exposure to advertising often has the most impact on memory. Further repetitions have diminishing returns. Utilize Broad Channels (sensibly): In addition to targeted performance channels, broader reach channels can also be sensible in the B2B context, such as trade media, industry newsletters, relevant podcasts, LinkedIn brand awareness ads, YouTube, or even industry-specific events. Be Patient: It takes time to achieve broad market penetration. 3. Focus on New Clients: The True Growth Engine A widespread misconception is that growth can mainly be achieved through more sales to existing clients (upselling, cross-selling). However, the data clearly show: The greatest growth potential almost always lies in acquiring new clients (penetration). What You Can Do: Primarily Align Your Marketing with Acquisition: Indeed, customer retention is important, but most of the marketing budget and strategic efforts should aim at acquiring new buyers for the brand—reaching out to the 95%. Understand the Limits of Loyalty: Existing clients often have a natural cap on what they can or are willing to buy from you. Excessive efforts to yield more from them often result in low returns. 4. Build and Defend Distinctive Brand Assets In a sea of often generic B2B messages, strong, recognizable brand elements are invaluable. What You Can Do: Identify and Define Your DBAs: What makes your brand unique and recognizable? Is it your logo, colors, slogan, a specific visual style? Use Your DBAs Consistently: Deploy these elements across all marketing channels and touchpoints—from the website to ads to sales presentations. Resist the Urge for Frequent Rebranding: New marketing leaders often want to leave their mark by redesigning everything. This can be disastrous as it destroys memory structures built over years. Instead, strengthen and nurture your existing assets. Changes should be evolutionary, not revolutionary. +1. Adapt Creativity and Messaging for the 95% How Do You Talk to People Who Have No Immediate Buying Need? Be Interesting, Not Just Sales-Driven: Provide valuable content, insights, or entertainment relevant to the industry, even if it does not directly prompt a purchase. Focus on Branding: Use creative approaches to create positive associations and embed the brand in memory. Tell stories, show expertise, build trust. Link Yourself with CEPs: Communicate in which situations your solution is relevant to set the right triggers in the target audience's mind. Less Hard-Sell, More "Always-On": It’s about continuous presence and being perceived as a helpful and competent resource. Balance Is Key: Not an Either-Or The 95:5 rule does not mean neglecting performance marketing or serving the active 5%. Quite the opposite: An optimal approach combines both: Long-Term Brand Building (for the 95%): Investments in reach, DBAs, CEP linkage, and creative brand communication. Short-Term Activation (for the 5%): Efficient performance marketing activities, sales enablement, and conversion optimization to capture demand as it arises. The art is to find the right balance and synergy between these two approaches instead of focusing on just one. Conclusion: Think Long-Term, Act Strategically The 95:5 rule by John Dawes and the Ehrenberg-Bass Institute is more than just an interesting statistic; it is a fundamental wake-up call for B2B marketing. It challenges us to rethink our obsession with immediate results and embrace a longer-term, more strategic perspective. By consciously starting to advertise for the 95%—through building mental availability, prioritizing reach, focusing on acquiring new clients, and consistently using distinctive brand elements—you lay the foundation for sustainable growth. You reduce the reliance on expensive bottom-funnel battles and increase the likelihood that your brand will be the first choice when your future clients are finally ready to buy. It’s time to end the chase for the 5% and start cultivating the ocean of the 95%. Your future self (and your sales team) will thank you for it. Sources and Inspiration This article is significantly inspired by the work and publications of Professor John Dawes from the Ehrenberg-Bass Institute for Marketing Science. His research on the 95:5 rule and the principles derived for effective marketing, especially in the B2B context, presents a valuable, evidence-based challenge to traditional marketing approaches. We encourage all marketing professionals wanting to dive deeper into this matter to engage with the publications and discussions by Professor Dawes and the Ehrenberg-Bass Institute to gain a more comprehensive understanding of long-term successful brand management.

Online Marketing Trends 2024: Balancing AI, Data Privacy, and User Experience

Dec 20, 2023

Axel

Vortex

Category:

Growth Marketing

As always, the Online Marketing World remains exciting, thanks to new technological developments, ever-changing algorithms, and a year full of Google updates. Artificial Intelligence is shaking up all channels and opening new opportunities. The experts at internetwarriors have once again compiled the most exciting trends and current developments from various online marketing disciplines for 2024. We provide you with an overview of what remains important, what will become important, and how you can prepare for it. General Trends in Online Marketing 2024 Online marketing agencies in Germany, like elsewhere, must adapt to global trends while accommodating the country-specific aspects of the German market. Let's delve into some of these trends and how they specifically apply to the German context: 1. Compliance with Data Protection Laws: Germany is known for its strict data protection laws, particularly under the EU's General Data Protection Regulation (GDPR). Online marketing agencies must ensure compliance with these regulations, focusing on privacy-friendly strategies and transparent data usage. 2. Mobile and Voice Search Optimization: With a high smartphone penetration rate in Germany, optimization for mobile and voice search is crucial. This includes creating mobile-friendly content and optimizing for German-language voice searches, taking linguistic nuances into account. 3. Integration of E-Commerce: Germany boasts a strong e-commerce market. Online marketing agencies are increasingly integrating e-commerce functions into social media and other platforms to facilitate direct sales and enhance the customer journey. 4. Sustainability and Ethical Marketing: German consumers are generally very environmentally conscious. Agencies should focus on sustainable marketing practices and promote clients' eco-friendly initiatives, which can significantly influence consumer decisions. 5. Localized Content and Multilingual Strategies: Although a large part of the German population speaks English, localizing content into German is key for deeper market penetration. Given Germany's multicultural landscape, multilingual marketing strategies can also be advantageous. 6. Video and Interactive Content: The popularity of video content is rising in Germany. Agencies should focus on creating engaging video content, including interactive elements, to enhance user engagement. This includes using platforms popular in Germany like YouTube and TikTok. 7. Artificial Intelligence and Automation: The use of AI for customer segmentation, personalized marketing, and predictive analysis is becoming increasingly important. German online marketing agencies are investing in AI-driven tools for more efficient and effective campaigns. 8. Influencer Marketing: Influencer marketing is effective, but there's a shift toward authenticity. German agencies focus on micro-influencers and influencers who closely align with the brand's values and target audience. 9. Chatbots and Artificial Intelligence: Implementing chatbots and artificial intelligence in both German and English can enhance customer service and provide a personalized experience, which is crucial in the German market known for its high standards in customer service. 10. Virtual and Augmented Reality: AR and VR are still in their early stages but are already being explored to create unique brand experiences. This is particularly relevant in sectors like the automotive and engineering industries, which are significant in Germany. 11. Remote Work and Collaboration Tools: The trend towards teleworking also impacts German agencies. This requires efficient online collaboration tools and strategies for managing distributed teams. 12. Focus on B2B Marketing: Given Germany's strong industrial and manufacturing sectors, B2B online marketing holds particular importance. Agencies develop specialized strategies for B2B marketing and leverage LinkedIn and other professional networks. For online marketing agencies operating in Germany, it is crucial to understand and adapt to these trends while respecting local culture and regulations. The ability to innovate while ensuring compliance and localization will determine their success in the evolving digital landscape. AI and Its Applications in 2024 AI and machine learning are becoming increasingly important for data analysis, customer segmentation, and personalized marketing. They can predict buyer behavior, optimize advertising campaigns in real-time, and provide insights that might escape human analysis. The integration of Artificial Intelligence (AI) and machine learning (ML) in online marketing is revolutionizing how businesses approach their digital strategies. Here's a closer look at how these technologies are impacting the field: 1. Customer Segmentation and Personalization: AI algorithms can analyze large data sets to identify patterns and segment customers more effectively. This leads to highly personalized marketing strategies, tailoring content, emails, offers, and advertisements to individual preferences and behaviors. In Germany, where data protection is a priority, AI can help tailor content while respecting data protection regulations. 2. Predictive Analytics: AI and ML are excellent for predictive analytics. They can analyze past consumer behavior to predict future actions. This is particularly useful for forecasting market trends, understanding consumer preferences, and making inventory decisions. In a dynamic market like Germany's, predictive analytics can give businesses a competitive edge by keeping them one step ahead of trends. 3. Chatbots and Conversational Marketing: AI-powered chatbots can provide personalized customer service and marketing. They can handle inquiries, offer recommendations, and even assist in the purchase process. In a market like Germany, known for its high standards in customer service, chatbots can improve the user experience while providing valuable data insights. 4. Real-Time Ad Optimization: AI algorithms can optimize advertising campaigns in real-time by adjusting bids, targeting, and content based on ongoing user interaction and feedback, ensuring marketing budgets are used more efficiently and ads reach the most receptive audiences. 5. Content Creation and Optimization: AI can aid in creating and optimizing content. From generating basic reports and news updates to assisting with language translation and SEO - AI tools are invaluable in content marketing. 6. Email Marketing Optimization: AI can personalize email campaigns based on user behavior, ensuring messages are sent at the right time, with the right content, and to the right audience, increasing the chances of engagement and conversion. 7. Sentiment Analysis: With sentiment analysis, AI can capture public opinion and emotional reactions to marketing campaigns, products, or the brand as a whole, which is particularly useful for adjusting marketing strategies in response to public sentiment. 8. Image and Voice Recognition: AI technologies are advancing in image and voice recognition, which can be employed in innovative marketing campaigns like interactive ads or voice-activated experiences. 9. Fraud Detection and Security: AI can help detect and prevent fraudulent activities in digital marketing by identifying unusual patterns and behaviors indicating fraudulent clicks or transactions. 10. Market Research and Consumer Insights: AI tools can process large volumes of market research data to gain insights that would be challenging for humans to capture manually. This includes understanding market trends, analyzing competitors, and consumer behavior patterns. In Germany, where technology adoption is high, and there is a strong focus on innovation, AI and ML are particularly relevant for online marketing. However, agencies must align the use of these technologies with strict data protection laws. The key to successfully implementing AI and ML in German online marketing lies in leveraging these technologies to enhance customer experience and engagement while ensuring transparency and compliance with GDPR and other regulations. Let's take a closer look at the key Online Marketing Channels , their current developments, and trends. SEA & Social Trends 2024 No surprise: Artificial intelligence, automation, and smart bidding remain the main topics in Google Ads. In search, as well as in the management, optimization, and delivery of campaigns, Google continuously develops AI technologies. Specific SEA trends we see for 2024 are: 1. Demand Gen Campaigns (previously Discovery): The new AI-supported Demand Gen campaign type for Gmail, Discover, and YouTube was officially introduced by Google in June 2023. By October, these were available to all advertisers and replaced the previous Discover campaigns by November. They offer high potential: creative ads for greater relevance and more engagement. 2. YouTube Shorts: The YouTube Ads channel will soon also enable advertising in YouTube Shorts. This innovation is currently in the beta phase and accessible to selected advertisers. Once rolled out to everyone, advertisers will have new opportunities for visibility in the popular video format. 3. New Search Experience in Yahoo Search: According to Brian Provost, Senior VP and General Manager of Yahoo Search, the new Yahoo Search Experience is scheduled to roll out in early 2024. Although specific features haven't been disclosed yet, it's likely Yahoo will also implement AI-backed features. We'll monitor how this impacts search engine market shares in Germany and Yahoo Ads. 4. New AI Features in Search: Google also continuously enhances the Search Experience with new AI-based features. For SEA, updates in the Shopping area of mobile search are particularly relevant. Examples include AI-generated gift ideas or images for clothing searches. As usual, these updates are often first rolled out in the USA, and when they'll reach Germany remains to be seen. 5. AI in Social Media and Social Ads: In social media, artificial intelligence remains a major topic. An example is Meta's AudioCraft, a KI-driven tool for creating music and other audio files, presented in August. In September, Meta also introduced Meta AI in the beta version, available for WhatsApp, Messenger, and Instagram. 6. Search Ads and Live Shopping in TikTok: TikTok remains a relevant channel for social media marketing and social advertising. Besides In-Feed Ads, the new Search Ad Toggle allows advertisers to place ads in TikTok Search. 7. Growth of Influencer Marketing: Influencer marketing is more relevant than ever. eMarketer predicts substantial growth in influencer marketing spending in the USA - by 2025, three times higher than spending on social ads. A similar development is expected in Germany. User-generated content from authentic influencers with high trust enables brands to increase their visibility among relevant audiences and build trust. AI can assist not only in selecting suitable persons and accounts but also in content creation. The significance of AI influencers will continue to grow. SEO Trends 2024 2023 was a year full of changes in Google search . Artificial intelligence has become commonplace in many agencies and companies. In the last quarter, Google significantly reshaped search results with various updates, leaving some companies somewhat perplexed. Since we love challenges, we look forward to 2024 with anticipation. The main trends and developments in SEO : 1. Google's Search Generative Experience (SGE): One of the most exciting innovations from Google Labs is SGE or Search Generative Experience . Google integrates generative artificial intelligence into the search. The goal is to provide answers and compile information relevant to the query, while enabling users to ask follow-up questions. SGE is currently only in beta in the USA, so it might take a while before it rolls out in search in Germany. Nevertheless, looking across the Atlantic is always exciting to prepare for new developments in advance and adjust strategies. 2. The Importance of E-E-A-T: The E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) framework became known through Google's Search Quality Rater Guidelines and offers insights into the aspects Google uses to assess quality. The second E for Experience was introduced a year ago . These criteria remain relevant for 2024. For content creation, this means that the standards for good content, especially in critical industries (YMYL) and other topics, remain high. Regular updates, accurate information, individual perspectives, and professional expertise are becoming increasingly important. Although more effortful than automated content creation without depth, it pays off in the long run. 3. Answer Engine Optimisation: AEO or Answer Engine Optimization, a subset of search engine optimization, emerged in response to various AI assistants. It involves optimizing content for these tools, particularly to answer specific questions and problems. This influences content structure and preparation, but doesn't contradict traditional content optimization for search engines. On the contrary, synergy effects can be generated, as both Google and AI tools find content forms like (meaningful!) FAQs, bullet point lists, or information in tabular format helpful. When planning and creating content, it's crucial not only to consider user intent but also to adjust structure and preparation accordingly. 4. Zero Click Searches: As Google strives to answer questions directly on the search results page and provide information that users don't need to click for, the relevance of "Zero Click Searches" grows - search queries that don't lead to a click. Information in a featured snippet, for instance, can suffice to answer a question. What does this mean for online marketers? Besides analyzing which keywords and topics are affected, strategic content planning is more important than ever. A search result without a click can indeed enhance brand awareness, but it's crucial to consider topics and keywords too complex to be answered within a featured snippet or any other answer type on Google's search results page. 5. User Experience Remains Important: This is not a new topic, but one that has been and will remain important for years. Online competition isn't decreasing, users aren't becoming more patient, and expectations aren't lowering. Relevant information and an intuitively user-friendly, fast website remain as crucial as understanding the needs of the target audience. What's the intention behind the search query, what information is necessary, how should it be presented and structured, what's the logical next step for visitors to the website or online shop? A deep understanding of your target audience remains essential for long-term success. 6. Changes in Search Results: Google consistently evolves search result pages, creating new challenges and opportunities for online marketers. Some changes are temporary and experimental, others permanent. One example is the altered assessment of FAQ markups, which Google temporarily stopped using for rich snippets (and now seemingly only displays for sources with particularly high trust). Another is the sometimes very inconsistent to questionable information in the Product Knowledge Panels. Monitoring search results and their features, understanding what this means for our customers, and consistently monitoring SERP information and sources are essential to identify changes early and respond accordingly. Either to fix errors (despite AI, Google is far from infallible) or to seize new opportunities. 7. AI-Driven Search Engine Optimization: In SEO, there are many use cases for artificial intelligence. Various SEO tool providers already use AI technologies to, for example, analyze competitors or assist in content creation. AI offers many possibilities to gain deeper insights and make work more efficient, such as text generation with tools like ChatGPT. Experts are nonetheless more needed than ever, as without an individual strategy, AI tools are only half as effective. As previously mentioned, authority remains an important topic. Here, human expertise continues to play a role by enriching AI-generated or supported content with genuine expert knowledge. The key is to deliver unique content because no AI tool can provide unique expertise and personal experiences. Web Analysis Trends 2024 The shutdown of Universal Analytics and the transition to Google Analytics 4 and data protection challenges were the defining web analysis topics of the past year. The developments and trends for 2024 seamlessly build on these topics. 1. The End of 3rd Party Cookies in Chrome: In the upcoming year, Google plans to disable third-party cookies for all users in Chrome. With Chrome holding a 63% market share, this development requires preparation from all website operators and advertisers. A response to this is the Privacy Sandbox, which gradually expands its privacy-friendly testing options for web developers. It remains to be seen what solutions the sandbox will create next year and how this will affect display advertising opportunities. 2. Apple's Tracking Prevention: Apple continues to limit tracking in the Safari browser and for all iPhone and iPad users with each update. The technologies behind this are Intelligent Tracking Prevention (ITP) and App Tracking Transparency (ATT). We can only wait and observe what this will mean for traffic from Apple users in 2024, 3. Tracking with 1st Party Data: Using their own 1st party data offers companies many advantages in analyzing user behavior. Given that the previous tracking methods are becoming stricter and data less precise each year, data from logged-in users holds significant value. Logged-in users can be assigned, recognized, tracked, and have their data evaluated without privacy concerns and cookies using a user ID. For companies, this means offering incentives for users to log in and stay logged in. Examples of large companies already successfully implementing this are Google, Amazon, and social networks. 4. Further Development of GA4: The transition from Universal Analytics to Google Analytics 4 was one of the main web analysis measures for many companies. This wasn't always smooth, as not all functions are available or work flawlessly. It is desirable for Google to resolve all issues and provide satisfactory solutions, such as more persistent tracking of user IDs or better default reporting in new properties. New features could also be conceivable, for example, integrating AI and machine learning for better analysis. 5. Analysis Using BigQuery: The more data available, the more complex the analysis. A solution for medium to large companies is capturing raw data from web analysis in BigQuery and combining it with other data sets. The advantages: longer data storage and better control over data processing. In our agency, we already use BigQuery to create more complex reports for clients. 6. Server Side Tracking (SST): A topic we've written and talked about often, which remains important in 2024, is Server Side Tracking . For those who missed transitioning to the new tracking technology in 2023, 2024 will be the critical time for the switch. Once Google disables third-party tracking (see above), SST becomes the answer for continuing data collection in a privacy-compliant manner. So far, GA4, Google Ads, Meta, TikTok, Snapchat, and LinkedIn can be integrated natively through the Google Tag Manager. We expect that more providers like Bing/Microsoft will follow suit with an API. Is Your Online Marketing Ready for 2024? Have you already adapted your online marketing strategy to the current developments ? Are you leveraging the opportunities offered by artificial intelligence? Are you maximizing the potential of all relevant channels? If you're looking for expert support to advance your traffic and revenue in 2024, we're the right agency for you. Thanks to years, sometimes even decades of experience, we can accurately assess trends and determine which are relevant and how to implement them. Feel free to contact us , our team of experts across various disciplines is happy to assist!

Omnichannel Marketing - From a Choice to a Necessity

Apr 29, 2023

Axel

Vortex

Category:

Growth Marketing

Is Omnichannel Marketing the new Multichannel Marketing?  What sounds like a marketing slogan can be proven by experience and studies. The lines between online and offline, as well as between different information and marketing channels, are increasingly blurred. Users expect a seamless transition between various channels and a user-friendly experience when searching for information and making purchases. Companies that have not yet engaged with an omnichannel strategy risk missing out on crucial developments. Benefit from our agency's experience and use our valuable tips to develop your own strategy. Click here now to download our checklist and start right away. Here to the checklist What does Omnichannel mean? The prefix “Omni” means “all” or “whole.” Hence, omnichannel can be described as “all channels.” These channels include, for example, paid and unpaid search, social media and social ads, banner advertising, WhatsApp marketing, marketplaces, apps, newsletters, one's own website (or online shop), brick-and-mortar stores, as well as offline channels like print or radio advertising. In summary, the goal is to create a consistent shopping and information experience regardless of device or platform. All touchpoints should be as consistent as possible but also controllable and evaluable. Examples of omnichannel are found in many large companies: Check online availability in-store (example: IKEA) Pick up online orders in-store (example: Tchibo) Return online orders in-store (example: dm) Click & Collect (example: Rewe) Not only do the lines between online and offline blur, but also those between entertainment, information, and sales. There are numerous different customer journeys and paths to purchase. This makes the topic of omnichannel both exciting and challenging. An omnichannel strategy involves various important aspects that must be considered both technically and strategically. Here are the key points in brief: Omnichannel Communication Omnichannel encompasses not only the entire purchase process but also the information and, thus, the communication along the user journey, both before and after the purchase. This also means giving customers the choice of communication channel and providing an optimal user experience regardless of the channel of contact. The challenge lies in integrating different channels and centrally storing all important customer information so that it is available at any time, regardless of the channel. This includes personal information as well as order history, but also communication history across other channels. Users now expect not to have to re-enter their information or repeatedly explain their concerns with every contact. Omnichannel Payment Users have long been accustomed to being offered a selection of different payment methods. In brick-and-mortar stores, this has long been “cash or card,” but now mobile payment via app or digital wallet is also an option. In the omnichannel experience, this means that users can choose the most convenient payment method for them, regardless of the channel. A seamless experience, not only during purchase and payment but also for possible returns or exchanges (refund to the desired payment method). For companies, this means creating the technical conditions and interfaces necessary to make omnichannel payment as convenient and user-friendly as possible and to connect all payment methods to the relevant channels. Omnichannel Personalization An expectation of users that has crystallized over recent years: the most personalized and individualized approach possible. And not only that, but also experiences tailored to one's own interests and situation, such as individual offers and suggestions and communication adapted to preferences. This personalization is now achieved through online channels in many cases, but it remains a challenge in brick-and-mortar stores. Identifying customers who enter a physical store is a task where we are still in the early stages technologically. In some industries, however, personalization across different channels has been common practice for some time. Here are two examples: Hospitality: A user books a room online via the hotel's own website or a platform. Check-in allows for effortless identification, so the on-site staff can address the guest individually and, for example, make recommendations based on past bookings. Additional services can be ordered via app during the stay; after departure, the user receives personalized offers via email. Travel: A user purchases a ticket online or at a counter. The ticket is then available in the app, along with further information about the schedule, such as train composition. Emails offer hotels or rental cars appropriate to the trip. Prior to departure, the app sends push notifications about delays or changes. After the trip, the passenger receives a personalized newsletter with individual offers. Omnichannel vs. Multichannel “Omnichannel is the new Multichannel,” we claim, but what does that mean? Both strategies address different channels, yet their approaches are fundamentally different. Multichannel (multi = several) means: presence on different channels; various marketing and sales channels exist and are operated independently. Omnichannel (omni = all) aims for a unified shopping experience and seamless communication and connection across all channels. Related is Cross-Channel Marketing , which connects various, but not all, channels. In contrast, the Single Channel Strategy means serving one sales channel, such as the online shop or the brick-and-mortar store – a strategy that is increasingly being abandoned, as it no longer aligns with modern buyer behavior. The Differences Between Omnichannel and Multichannel Strategy In the multichannel strategy, as defined above, each channel is considered separately. Measures are defined along the user journey on this channel. The approach and content are channel-specific. The focus is on reaching as many potential customers as possible by spreading measures across different channels. Omnichannel, on the other hand, uses standardized information and processes, aiming to create a consistent customer experience. All channels are considered in optimizations. The approach is personalized, yet consistent across the different channels. Advantages and Significance of Omnichannel Marketing The goal of omnichannel marketing is a consistent message and a seamless branding experience. It should ensure a positive user experience along the personalized customer journey, regardless of the channel. Customers can easily switch between channels; data and information remain intact, and the purchase is simplified. Users have the option to choose if and how much interaction they need during purchase (from intensive customer service support to self-service models) or where and via which payment methods they wish to purchase. This way of thinking received a boost during the pandemic due to the demand for contactless shopping and the focus on e-commerce. Driven by the omnichannel developments of many large companies, user expectations and requirements increased during the search for information or a product. This means that not only corporations and international companies need to engage with omnichannel, but this topic is becoming increasingly important for the entire retail sector. Omnichannel in Retail Interestingly, Germany seems to lag a bit in omnichannel development compared to other countries. A 2022 survey asked respondents about the importance of various factors in the shopping experience . In Germany, 34% indicated that a seamless offline-online experience was important to them, while in the USA, UK, Spain, and France, it was significantly higher, over 50%. Since the offering influences expectations, it is expected that this number will significantly increase here in the future. In contrast stands the retail sector and its efforts to implement omnichannel measures. According to a 2022 survey, 76% of respondents in German retail reported indicating the availability of their retail inventory in the online shop . 18% further have planned this. 70% offer in-store orders, 53% enable ship-from-store, and almost 23% more have planned this. A similar survey from 2015 in the DACH regions showed significantly lower values, with just 36% having an online availability check back then. These numbers show how much the importance of omnichannel has grown for retail in recent years. It is expected that this development will continue. B2B Omnichannel Marketing A McKinsey survey in 2021 among decision-makers in the USA revealed that they regularly use ten or more channels to interact with suppliers , compared to five in 2016. This highlights the importance of omnichannel marketing in the B2B sector as well. The requirements for good B2B e-commerce can be translated into omnichannel communication. Examples of a good customer experience are the online display of availability as well as good customer service and real-time service. Thus, findings for omnichannel marketing can be broadly applied to both B2C and B2B sectors. What makes a good Omnichannel Customer Experience? A well-functioning omnichannel approach is oriented towards customer preferences regarding information channels, sales channels, and payment options. All systems are perfectly aligned, creating a cohesive experience rather than a linear funnel. Information and communication are personalized and intention-driven. Users seeking entertainment or information, for example, can be put off by intrusive advertising. The message and brand experience are consistent across all channels and touchpoints. Implementing this is no easy task. Do you want to benefit from the advantages of an Omnichannel Strategy but need support in implementation? As an experienced agency for omnichannel marketing, we are here to help you create a seamless customer experience across all channels. From conception to implementation, we offer tailored solutions for your success.

Trends & Developments in B2B E-Commerce 2023

Feb 14, 2023

Axel

Vortex

Category:

Growth Marketing

B2B e-commerce is growing and evolving as rapidly as the online world as a whole. However, many B2B companies invest very little in expanding their e-commerce, thus lagging behind current technological developments. Regardless of whether the increasing demands for a professional online business are missed due to a lack of budget or knowledge, awareness is increasing in the B2B sector as a whole that digital sales channels represent a significant opportunity that should be utilized. The past years in the pandemic have sustainably changed the business world. Due to lockdowns and restrictions, field sales have largely been shifted to digital channels,  re-structuring sales to find  digital and hybrid ways . This especially impacts B2B companies.  According to the  2022 B2B Market Monitor by IFH Köln , 1.49 trillion in revenue was generated in B2B e-commerce in Germany. Of this, almost 50% is attributed to manufacturers and over 30% to wholesale.  As early as  2019, according to a survey , over 50% of respondents from B2B companies made at least 75% of their purchases online, with an upward trend. In  the same survey , 55 percent agreed that by 2025 more than half of their company purchases would be made via webshops and online marketplaces. These numbers illustrate the increasing importance of B2B e-commerce. As an online marketing agency, we have been following and supporting the developments of our B2B clients for years. We want to share the most important insights from the industry and new trends with you in this article.   What does B2B e-commerce mean? B2B e-commerce refers to the online sale of products or services to business customers, such as wholesalers, retailers, or other business clients. In contrast, B2C involves selling to end consumers.    However, there are also companies that sell to both end consumers and professional customers, such as a catering business delivering food for both birthdays and corporate events and trade shows. Or a company selling building materials to both craftsmen and end consumers.   The sale occurs through an online shop, electronic procurement system (Electronic Data Interchange or EDI), or an online marketplace. Procurement systems are still responsible for a large part of B2B e-commerce revenue. According to a  new study by ECC KÖLN, Adobe, Creditreform, and Intershop , marketplaces are gaining significance compared to online shops. How do B2C and B2B e-commerce differ? B2B e-commerce targets a professional audience. While B2C mainly addresses an individual, decisions in B2B often depend on multiple people. This means different needs for information, various types of questions, and decision criteria must be considered in the sales process. Impulse purchases, which play a significant role in B2C, are rare in B2B because decisions are often not made by a single person; budgets need approval and expenses must be justified. Another significant difference: In the B2B sector, the order value is often higher than in the B2C segment. This can result in fewer orders being required to meet sales targets, and the target audience may be smaller. More differences between B2C and B2B e-commerce at a glance: Individual solutions and prices are common practice in B2B business. B2B acquisition is often more complex and consultation-intensive. Thanks to high order volumes and often comparatively fewer customers, individual customers are more valuable, and maintaining existing customer relationships is especially important. This also implies: Good customer service is crucial, particularly with technically complex products or services. Acquiring new customers involves building relationships and trust, which are prerequisites for closing a deal. The products are often more complex and require a higher level of information. There are often larger order quantities in B2B e-commerce compared to the B2C segment. Repeated orders are more common, making satisfied existing customers particularly valuable. Further challenges in B2B e-commerce The differences result in particular challenges and tasks that B2B e-commerce faces. Online sales channels must, for example, provide different information for various stakeholders. Technical details, pricing, efficiency, and other information must be easily accessible - a challenge not every shop system can meet. Manufacturers exploring B2B online sales find themselves in competition with the retailers selling their products. On one hand, this can mean risking good relationships with retailers. On the other, retailers often outpace manufacturers in technology and marketing. An advantage that can be challenging to overcome. B2B companies in Germany meet the rising demands in various ways, not every business is active online or invests in developing its online sales.  By the end of 2021, according to Statista,  28 percent of decision-makers and project managers from B2B companies stated that they would invest 5 percent of total revenue in e-commerce. Only nine percent invested more than 60 percent. B2B Online Sales and B2B Marketing Trends 2023 Sales channels and marketing are continuously evolving and have gained new momentum in B2B e-commerce since the pandemic began. From the many interesting developments and topics we observe in the market, we've highlighted nine important ones.  General online marketing trends for 2023  can be found in this article. 1. High demands for B2B e-commerce solutions Demands on B2B vendors are rising; the online version of a printed catalog is long outdated. Whereas vendors previously provided their business customers with catalogs as PDF downloads or through rigid shop systems, expectations have changed. Business customers also shop privately and expect the same buying experience in their business shopping. The demands of B2B and B2C customers are converging. Usability and performance are therefore very important for B2B e-commerce as well. A B2B online shop must not only be capable of processing transactions but also complex sales processes, including after-sales support. This also means keeping an eye on market developments and new demands. Following the  survey by the B2B Market Monitor , 75% of respondents agreed that it is important to them that providers of e-commerce solutions continuously develop their products and features. Additionally, 73% of respondents consider it essential that, alongside a pure commerce platform, further solutions are offered, such as integrated online marketing tools. Examples of features in a good B2B e-commerce solution (depending on the industry): Individual prices and special conditions (only visible after login) Clearly visible availability Clear delivery times Simple options for recurring orders The ability to assign multiple roles with varying rights within a company The functionality to jointly fill a shopping cart Integration with existing systems Product configurator for individual solutions Easy contact with customer service Self-service (the ability to complete a purchase without customer service assistance), as through an extensive information portal and digital contract management Simple requests for services such as repairs As B2C e-commerce further develops, the demands on B2B shops and marketplaces increase. A technical challenge that various providers of major shop systems have already addressed, with B2B-specific e-commerce solutions. 2. The rising importance of B2B (niche) marketplaces B2B marketplaces are an alternative or supplement to B2B shop systems. According to the  2022 B2B Market Monitor , 27% of sales were generated through B2B marketplaces last year, compared to only 15% in 2018. As each industry brings its own requirements, the importance of specific marketplaces will rise too. Alongside this, major players remain important and are investing in their growth. One example: Amazon Business, which takes much of the workload off B2B companies (such as billing), still offers many options for customizing pricing and discounts, promoting products, and providing detailed dashboards for analysis. Also,  LinkedIn is already working on a B2B marketplace solution . 3. Composable Commerce The rising demands mean a great opportunity for Composable Commerce. Rather than relying on a single system, this approach connects different software solutions into a custom-fit application. The harder it is to find an all-in-one application covering all needs, the more attractive custom solutions become through Composable Commerce. Companies aren’t dependent on a single platform but can remain agile, adapting or replacing modules as needed. All channels can be utilized, offering an optimal customer experience across all touchpoints. The downside: The complexity of Composable Commerce solutions requires professional support during setup. All integrations must work seamlessly, and there are typically different contacts for various software solutions. However, once the system functions, it becomes a powerful B2B e-commerce and online marketing tool. 4. The Metaverse as a sales channel In professional circles, the significance of the Metaverse is debated: Is it a gimmick for the private sector or a real opportunity for the B2B sector? It can be used as a virtual space for the promotion and sale of products. Examples include: Virtual stores or showrooms with virtual staff Networking events Virtual trade shows Other virtual events such as product presentations Predictions foresee  significant growth for the Metaverse : Bloomberg expects the Metaverse economy to reach a market volume of 800 billion US dollars by 2024. Companies that seize this opportunity early can gain a competitive edge. 5. AI-driven personalization A good B2B customer experience is essential in 2023 to successfully attract and retain customers in many industries. Artificial Intelligence (AI) is entering many areas of the online world, and Google has been using AI for several years. In B2B e-commerce, AI can automatically improve the customer experience by providing custom prices and products, offers, or product recommendations. It can create individual user journeys based on data collected, such as location, order history, shopping carts, CRM data, and visitor behavior. Navigation through the store is conducted through AI-driven shop navigation, search, and product recommendations. A development in which we see significant potential and one we follow with interest. 6. Engaging and retaining customers through content Reaching B2B customers involves considering different decision makers and addressing a range of needs and levels, including both personal and company dimensions. Rational factors such as price and features are crucial in B2B purchases, but personal factors also matter. These include trust in the seller and personal relationships. Content optimized for different users is therefore a key success factor, alongside customer service, even in the B2B sector. B2B content marketing  in e-commerce can mean: Detailed product descriptions with technical data sheets and 3D views Tutorials and how-to videos for setting up and using products 3D configurators for creating a tailored, perfect-fit product Online showrooms and trade fair stands for demonstrations and additional information Webinars White papers Market studies and surveys Case studies etc. This also includes general virtual information offerings important for companies in the industry, such as industry news or articles with new scientific insights that highlight the company's expert status. 7. Security of digital identities Online sales, especially with high order volumes, demand a high level of data security and verification of buyers' digital identities. The challenge is balancing secure methods for identity verification with the customer journey, especially when onboarding is interrupted or delayed by a time-consuming validation process. In B2B e-commerce, invoice payment remains a popular method. To minimize risks for the seller, identity must be verified. Unlike the B2C business, this involves checking not only the customer's personal identity but also the company's identity: Does the individual actually work at the company and is authorized to electronically finalize the contract? Marketplaces and B2B e-commerce solutions, through external partners, partly include an identity check. New developments and simplified secure solutions for both sides are expected in this area too. 8. Expanding towards B2C B2B and B2C are not always distinctly separated, and this trend is amplifying. B2B enterprises are expanding their target group to include end customers, for instance, by opening their online shop to private consumers. Another trend: Manufacturers that previously only sold through wholesalers or retailers are opening up to direct-to-consumer (D2C) businesses, be it to private or business customers. The advantage: Consumers generally have great trust in manufacturers. In the B2C sector, a similar trend occurs in reverse: Companies are extending their consumer shops with a segment for business customers. Parallel B2B and B2C shops and their unique demands are one of the current challenges for e-commerce solutions. 9. Measurable KPIs are becoming more crucial The economic situation is strained, and many companies are cutting budgets. A vital part of B2B marketing includes maintaining relationships with new and existing customers and building a brand reputation. However, when revenues stagnate or decline, what becomes important is knowing: How much revenue do individual channels and activities generate? What's the ROI? Measures that can be tracked as precisely as possible are therefore even more significant in 2023. Simultaneously, digital channels in the B2B segment provide important opportunities to reach new target groups. Good communication with potential buyers is now more crucial than ever, as many companies compete for customers with sometimes reduced budgets. The key lies in targeted marketing efforts to spend the budget as effectively as possible. Conversion after the click depends on an optimal user experience within the shop system, whose requirements we described above. B2B E-commerce Marketing with the internetwarriors Planning to build or develop your B2B online shop? Looking for a reliable partner with longstanding experience in B2B e-commerce and comprehensive knowledge of the specific challenges of B2B online marketing? As a full-service agency , we have been supporting B2B companies of different sizes in implementing customized online marketing strategies for many years, even at an international level. Contact us today for a non-binding offer! Together, we will develop a strategic solution that leads your B2B company to success.

Online Marketing Trends 2023

Nov 30, 2022

Axel

Vortex

Category:

Growth Marketing

As the current year draws to a close, new online marketing trends for 2023 are already emerging. Whether it's SEO , web analytics , SEA or social media , the development of the online marketing universe is advancing at a familiar rapid speed and remains exciting!  But what does 2023 have in store for us? Economic crises and conflicts have been shaking up the corporate world for some time now, making planning more difficult. This makes it all the more important to stay up-to-date on the various online marketing channels and adapt your strategy to new conditions and opportunities. Together with you, the internetwarriors venture a first look at the online marketing trends for 2023! Digital Marketing Trends 2023: Data Collection Following the "Form First" Principle A meaningful data analysis is the basis for deriving effective marketing measures. For this, the most precise and selected data possible is needed. Therefore, it is no surprise that data collection will again play a key role in 2023. True to the principle of "Form first!", proactive data collection through targeted inquiry forms will be a focal point in 2023. These primarily serve to sustainably strengthen the sales funnel in customer acquisition. Even simple forms are sufficient here and offer many advantages over fillable contact forms. Consideration of the customer journey is sometimes neglected in B2B content marketing . But only marketers who understand at which points of the customer journey the right content must be placed to be found by B2B prospects can reach B2B customers and win them over in the long term. Especially, organic visibility in the form of search engine optimization is a crucial factor here. Target groups looking for B2B services often use search engines like Google as a first step. This means companies that perform well with unique B2B SEO content are also accessible to the potential audience. Verification of Local SEO Listings by Google Local SEO is not new, but with the verification of local SEO listings, the significance of local search engine optimization for companies with local locations will continue to increase in 2023. Verified entries enhance the credibility of local businesses and hence are a true marketing booster! The verification status of one's listing can be checked in a few steps. Google Support shows how this works . Online Marketing Trend Voice Search Voice search isn’t new either, but it’s gaining even more importance in the online marketing trends 2023. Voice-activated digital assistants have seen a significant upswing in recent years, making it impossible for SEO managers to overlook voice search. This means keywords must be understandable when spoken. The popularity of voice search has led to significant shifts in keywords.  The reason: A typed search on Google is framed differently from a spoken keyword. When searching for an Indian restaurant, you might type "Indian restaurant near me" on Google, while speaking: "Where is the nearest Indian restaurant?" Considering such long-tail keywords in content optimization is therefore an effective SEO strategy. As voice search continues to grow, alongside the increase in smartphone usage for search, pages that are not optimized with voice search long-tail keywords may be found significantly less often – a trend that will intensify in 2023. Optimization for Visual Search Visual search is among the newer digital marketing trends. Instead of spoken or typed queries, users can now upload an image for their search. It’s also possible to retrieve information about a single image element. Upload a plant photo and receive information about that plant. The image of a city provides architectural, geographic, and historical information. The image of a product offers product descriptions, similar products, and purchasing options. Pinterest Lens, Google Lens, and similar search tools make the smartphone camera a search bar. Companies can leverage visual search by, for example placing high-quality images on their websites, equipped with descriptive keywords, prioritizing image optimization in online marketing, running ads on Pinterest. Tip: An image sitemap helps the search engine to better crawl the images on the website. Speaking file names and meaningful image descriptions ensure that search engines can better capture the content of the image. User Reviews for Local Businesses Search engines now capture user reviews much better than in previous years and can influence local ranking. Not too few and preferably many positive user reviews from verified sources are important. This not only increases trust for human users but also in search engine ratings. On Google, the most important review is the one under the Google My Business listing. The social network Facebook is also considered very significant due to its large number of users. In addition, there are industry-specific portals like Yelp for hotels, restaurants, and the leisure industry. Those who wish to generate user reviews can, for example, send their customers a link to their Google My Business entry after completing a purchase. A strategy to increase the number of (positive) reviews is therefore sensible for the online marketing goals of 2023, at least for local businesses. By the way, we would be happy to advise you and create an online marketing concept tailored exactly to your goals and your industry. Google Ads with Automated and Intelligent Bidding as a Key SEA Trend 2023 Automated and intelligent bidding in Google Ads has been refined and is therefore among our online marketing trends for 2023. Since mid-2022, responsive search ads are the only ad type that can be created. With automated bidding strategies using AI and machine learning, marketers have been able to gain a lot of experience this year. Google's focus on automation means a certain loss of control in optimizing campaigns and ads, however, new expertise around the SEA channel is increasingly evolving. Manual measures are increasingly being replaced by strategic performance marketing tasks. For instance, addressing the right target audience and the synergies between different online marketing channels will remain important and can likewise be seen as a trend for 2023. TikTok Between SEO, SEA, and Social Media Marketing What was once dismissed by many as a channel for fun for the younger generation, shows considerable potential as a platform for customer acquisition and retention. Whether for a behind-the-scenes look at a company for applicants or as an advertising channel - TikTok must be taken seriously in online marketing and thus belongs to our online marketing trends for 2023.  While Facebook and Google's ad revenues saw drastic declines in 2022, TikTok experienced growth. One reason may be that Apple's new privacy settings are making it harder for large platforms to play personalized ads, whereas TikTok is presumably affected far less. Another reason is the increasing popularity of the platform for entertainment, but also for information and news. What's interesting about TikTok is the overlap of various online marketing disciplines: TikTok SEO for organic visibility, ads for paid reach. In the marketing mix , the platform should therefore definitely be considered by companies with a younger target group. Growth in Instant Messaging Platforms Instant messaging platforms now allow customers to be efficiently addressed in great ways. They want the information they need about a product or service faster than ever, which works best through instant messaging. WhatsApp is probably the most popular platform for instant messaging. Many German companies are still reluctant to send their customers and prospects notifications via WhatsApp, but the communication channel should not be neglected. Naturally, consent for this, as for any advertising, must be obtained in advance. One of the major online marketing trends for 2023 is to use this medium more intensively. It’s effective because people love WhatsApp and usually pay more attention to a message if they receive it over this platform. In the context of customer loyalty, instant messaging services are becoming increasingly indispensable in many industries. The Introduction of Google Analytics 4 Determines Web Analysis Trends 2022 and 2023 Google already introduced Google Analytics 4 (GA4) in October 2020, which many companies are already using. The switch to GA4 will be one of the important online marketing trends by next year at the latest, since the predecessor version Universal Analytics will no longer provide data as of July 1, 2023. Users can use GA4 to access the Google Merchant Center, BigQuery, and Google Optimize for free and add custom reports to the navigation menu. Other features include anomaly detection, deeper attribution models, and predictive analysis. To avoid a data gap, it is important to set up Google Analytics 4 as quickly as possible. Experience shows that several months of lead time should be expected to professionally set up, test, and adjust the tracking if necessary before Universal Analytics is shut down. Haven't switched to GA4 yet? We can support you with the implementation of Google Analytics 4 and train you on how to handle the new interface. Inclusion as a Company Value and Marketing Benchmark Our last two online marketing trends for 2023 are cross-channel and affect both search engine optimization and SEA or social media marketing. Never has the topic of inclusion, equality, and representation been so much in the public spotlight as this year. Thanks to social media, underrepresented groups also have a voice and can raise awareness of their situation and disadvantages. Companies are thinking about their image and values and how they can communicate these externally. It is not uncommon for different generations and ideas to clash. Engaging with inclusion - whether through gender-neutral language or more diverse visual imagery on websites and marketing materials - is an important topic for companies to practice target-oriented marketing and live their values, regardless of the standpoint. Data Protection Remains an Important Topic in 2023 The general public has been sensitized to data protection since the GDPR. Many people have become more critical of what data is disclosed about themselves and how this data is used. As a result, the cookie consent banner is met with "Reject cookies," and user data is not tracked or only tracked to a very limited extent. Consequently, companies do not have access to all the data unless they choose solutions like server-side tracking. The balance between data protection regulations and the desire to have as much data as possible for evaluation and planning of upcoming online marketing actions will therefore remain a significant topic for the foreseeable future. Conclusion: Online Marketing Trends 2023 In the online marketing trends for the coming year, we see various developments that were already on the horizon in 2022 and will intensify in 2023. It remains exciting to see how the advertising revenues of the different platforms will develop over the next year and whether there will be further shifts. The complexity of Google search from voice search to local SEO, under the increasing influence of artificial intelligence, will be another major topic in 2023 that we will follow with interest. Would you like to stay up-to-date on the latest trends and developments in various online marketing channels? Subscribe to our newsletter and receive regular valuable tips and information on new developments. Our team of experts in the fields of SEO , SEA , and web analysis is happy to personally assist you. We offer customized support to successfully advance your company. Contact us now and benefit from our know-how!

B2B Content Marketing

Sep 30, 2022

Adnan

Kasem

Category:

Growth Marketing

What is B2B Content Marketing? Especially in the B2B sector, content marketing holds a significant position. B2B content marketing refers to the creation and promotion of content specifically designed to reach certain B2B target audiences. The goal is mainly to increase the company's visibility and use the created content to generate qualified leads. B2B Content Marketing and the Customer Journey While companies in the B2C sector typically interact with a large number of customers, the B2B sector is characterized by a selective clientele and long-term customer relationships. Organic B2B content marketing is shaped by not only defining an understanding of the target audience's needs and desires but also delivering appropriately tailored ( SEO ) content along the touchpoints of the Customer Journey . In B2B content marketing , the consideration of the Customer Journey is sometimes neglected. However, only marketers who understand at which points of the Customer Journey the right content needs to be placed for the target audience to be found by B2B prospects can effectively reach and win over B2B customers for the long term. Particularly, organic visibility in the form of search engine optimization is a crucial factor here. Target audiences looking for B2B services often start by using search engines like Google in the first step. This means companies that perform well with unique B2B SEO content are also reachable by the potential audience. 5 Important Steps in the B2B Content Marketing Process As a result, B2B content marketing builds on developing a long-term content marketing strategy in close coordination with the touchpoints of the Customer Journey. Fundamental steps are undertaken, from defining B2B goals to conceiving an SEO strategy and proceeding to the publication and continuous review of the content. Defining B2B Goals As the basis for B2B content creation, the first step is to define what goals are to be achieved with the content marketing strategy. B2B content is always directed at a specific target group and ideally provides a benefit. Only those who define goals can measure the success of their strategy later. Among the overarching goals is often lead generation , to acquire new customers. At the same time, B2B content marketing also reflects a company's general language and communication strength, allowing content to be used to position itself as a company and strengthen its brand. Furthermore, a possible goal can be to improve bonding with existing customers and share expertise. Target Audience Analysis In the second step, a professional target audience analysis is conducted. This is crucial to implement customer communication correctly. Core questions at this point include: What problems (and questions) does my target audience have?  How does my service contribute to solving these problems?  What characteristics do the individuals within my target audience have?  How does my target audience search for solutions? A well-founded target audience analysis is necessary to develop specific buyer personas in the next step. Buyer personas are abstract profiles of potential business customers fitting the target audience's schema. The more extensive the offered service is, the more complex the target group is. Often several decision-makers such as buyers or executive managers participate in acquiring extensive services, so many different needs must be simultaneously met. And in the B2B sector, the rule is: Only those who know their audience in detail can deliver ideally tailored content and choose the right content formats! Developing an SEO Strategy Content marketing is understood as a sub-discipline of a holistic SEO strategy. Besides technical aspects like loading time , sitemap , or robots.txt , B2B SEO content marketing must be tailored to the special needs of the target group. In B2B SEO, it's about getting to know customer wishes through intensive competitor analysis, keyword research, and topic research in detail. This sector has many specificities that must be worked out with an SEO strategy concept and require a rethink. Purchase processes in B2B, for example, take significantly more time, so customer contact must be maintained through trustworthiness and expertise. In the B2B field, the choice often falls on long-tail keywords, i.e., long specific search terms, as they frequently reflect the target audience's complex interests. Low search volumes should not deter here, as long as the search term covers a specific interest. Another aspect is choosing the right content formats. Whether classic whitepapers or dynamic video content on YouTube - the possibilities in B2B SEO are almost unlimited here. While classic text content like guides is often found in B2B, innovative content ideas offer a lot of potential to stand out from the digital competition. Creating an Editorial Plan After strategic planning in detail, implementation follows in practice. From an agency perspective, the recommendation is clear: Successful B2B content marketing focuses on quality rather than quantity. Half-heartedly created blog articles and guides are very rarely crowned with success. Even if preliminary analyses have revealed a broad spectrum of questions, search terms, and potential formats, companies should initially focus on the most demanded content. To plan publication, it is recommended to create a structured editorial plan. The editorial plan records which topics will be published at what time. Simultaneously, the planning defines which content formats will be used and on what basis, e.g., results from a previous keyword research, the content will be created. Generally, a well-founded editorial plan is compiled several months in advance. Possible trending topics should also be considered and appropriately ranked over time. Publication and Marketing The success of a content marketing strategy not only depends on what content is published but also on how visible published content is to the addressed target group. Based on this, it can be beneficial to specifically promote content after publication. Continuous Evaluation Based on specific SEO KPIs, the performance of published content is evaluated. The evaluations can determine which content needs optimization. Poor rankings are usually an indication that the created content in its current form is not relevant enough compared to the competition. Here, search terms need to be re-checked, and content may need to be expanded or changed. But be careful! An organic content marketing strategy requires time. While initial tendencies appear after a few weeks, well-founded results are sometimes only visible after several months. Content Formats in the B2B Sector There is a multitude of content formats available for conveying content in B2B. A large number of companies choose classic formats that are frequently used in B2B: Blog Articles  Whitepapers  Guides  Case Studies  E-Books Webinars   These mainly focus on conveying expertise. To fully exploit the potential of B2B content marketing, the B2B target group should be fed with the right content along the touchpoints of the Customer Journey. B2B SEO – Stand Out with Unique Content! Blog articles, whitepapers, and guides are true classics in B2B SEO. To stand out and further improve access to the B2B target audience, the marketing strategy should be fundamentally expanded. Especially social networks like TikTok, Instagram, or Facebook prove to be effective in the age of new digital marketing. It's reason enough for even traditional companies to think outside the box and explore the potential of B2B social media marketing. Exploiting the Potential of B2B Social Media Marketing Social media is one of the first touchpoints between companies and B2B target audiences. While it was once argued that specific B2B groups weren't present on social networks, this argument mostly no longer holds. At the latest, in specialized B2B networks like LinkedIn or Xing , all B2B areas converge digitally, from interns to executives. The opportunities of B2B social media marketing are diverse. To strengthen expertise through organic marketing, it can be worthwhile to prepare traditional content from their website, such as whitepapers, blog articles, webinars, or case studies for publication on social (B2B) networks. Naturally, social media also offers ideal conditions to put their brand in the spotlight. However, purely organic strategies sometimes struggle in B2B social media marketing - a combination of organic and paid advertising measures has proven particularly effective in practice. YouTube B2B - Advantages of a YouTube Channel for Companies As one of the largest search engines in the world, YouTube is one of the most popular social media platforms. At first glance, B2B marketing and YouTube seem far apart. But YouTube is also undergoing change and is now a relevant touchpoint for B2B. Older user groups beyond teenage years are active on the platform and are of interest to B2B. So, how can YouTube meaningfully complement their B2B content marketing? YouTube can be used for various purposes, such as generating organic leads . Goals and synergy effects achievable with YouTube marketing, particularly YouTube SEO , are varied: from acquiring new customers to increasing brand awareness to boosting traffic: One B2B video format is, for example, explainer videos. These can be used alongside already existing content to illustrate complex B2B products or services and present them to the target audience. Customer interviews are the social media equivalent of the classic case study: Here, there is the opportunity to solidify a positive image of their products or services in the context of actual usage. Satisfied customers simultaneously strengthen trust in their brand. internetwarriors – Your B2B Marketing Agency in Berlin As a 360° B2B marketing agency headquartered in the heart of the capital, we offer you both competent consulting and operational support in all areas of B2B content marketing. We view B2B content marketing as a component of a comprehensive online marketing strategy. We accompany you through all disciplines of online marketing and work closely with you to develop an effective marketing concept to achieve your goals. Contact us now!

The Key Online Marketing Trends 2022

Dec 22, 2021

Axel

Vortex

Category:

Growth Marketing

2020 and 2021 were years with special challenges. The pandemic not only affected the private and professional lives of most people, but also online marketing was influenced by COVID. What will 2022 look like? The warriors team looks forward and summarizes the most important developments for you, daring a preview of trends in 2022. What innovations will there be in SEO and SEA, how will web analysis develop, and what opportunities does social media marketing offer? Our best tips for you to make your online marketing fit for 2022! Online marketing is constantly evolving, new platforms emerge, and trends come and go. Some take hold, others do not. We just celebrated our 20th anniversary as an agency and reflected on the developments we have witnessed. Today we look ahead: how will online marketing change in 2022, what trends do the experts across the various channels in our team foresee? A preview and professional assessment. How will the world of online marketing evolve in 2022? Before we look forward, it's worth reviewing 2020 and 2021. Two years in which almost nothing was as it was before. The pandemic has significantly altered both the private lives of most people and the professional world. The way many teams work, for example, and the demand for certain products and services. By now, we have almost two years of experience on how our industry and the industries of our customers have changed due to COVID. And as the pandemic will continue to impact the coming year, we can use these insights for our planning and online marketing strategy in 2022. Especially in uncertain times, reliable data is invaluable. Those who have conducted accurate tracking and professional web analysis in 2020 and 2021, observed their own industry, and analyzed the behavior of their target audience are better prepared for 2022 than competitors lacking these figures and insights. This also includes being sensitive to how potential customers want to be addressed during such a special time, which challenges many people. What is important to your target audience? What values, needs, and questions do they have? This knowledge is invaluable to online marketing. Therefore, in 2022, the principle remains: “Data-driven marketing” is a crucial key to success. Another trend that will continue: people expect a personal approach instead of anonymous mass communication. This applies to newsletters, social media, SEA, or SEO. Since it is not possible to address everyone individually, this means precise segmentation, targeted targeting, and above all well-defined target groups and customer journeys. What do users need at what time? The focus is less on the mere sale and more on building trust and a relationship with potential customers. Especially during a pandemic, when emotional needs differ from those of previous years, personalization is more important than ever. In addition, automation is becoming increasingly important: which processes can be automated or supported through automation? The focus in online marketing is increasingly shifting away from manual work toward strategy. The profession is evolving, and the demands on online marketers are rising. Interdisciplinary knowledge and the ability to think outside the box are now almost prerequisites for successful online marketing work. That's why it’s so important for us as a full-service agency to develop holistic strategies for our clients and work together as a team towards success. We see the individual disciplines not as separate, but as pieces of the puzzle. Recognizing this is not self-evident, but we are convinced: it is becoming more crucial! Current politics and key public issues also influence online marketing. Clients set higher standards for quality and corporate values. Sustainability and inclusion are in the public focus and should be considered in the strategy if these topics are important to your target audience. Companies must confront polarizing questions (such as gendering - we have an SEO perspective answer for you ): what values do we stand for, what are our core messages, how do we position ourselves, and how does our target audience see it? These questions should be reflected in corporate communication and accordingly influence online marketing measures. Just as content and processes change, so does our way of working. Remote work and hybrid work models are now commonplace, client contacts and sales occur almost exclusively online. We are not alone in this; digital-only sales are one of the major trends these days. The lack of in-person (or F2F?) contact opportunities forces most industries to rethink - online marketing plays a key role in the sales funnel in online lead generation . Another positive trend from our perspective is Consulting-Based Selling , which we also take into account in the online marketing strategy: here, too, the needs of the target audience are the focus. The emphasis is less on selling a specific product or service, and more on finding individual solutions for customers. In practice, this means first engaging in an exchange to find out what the optimal solution for the problems or needs is. Again: relationships and trust as the basis for sales. SEO Trends 2022 The SEO year 2021, alongside numerous Google updates (Core Updates, Spam Update, etc.), was shaped especially by the Core Web Vitals, which have played an important role in rankings since summer. The user experience, which Google has been naming as a vital factor for years, is now quantifiable in concrete numbers and poses significant challenges for many companies, as not every system is equally well-suited for fast performance and high user-friendliness on mobile devices. This development will continue, systems must adapt to respond to increasing requirements. The better Google learns to interpret search queries and the meaning behind them, the more important it is for companies to focus on the “ User Intent ”: what is the need, what is the expectation behind a keyword or phrase? Is it an information need, a purchase intention, or simply the desire for entertainment? The sole focus on search volume hasn't been enough for long to qualify keywords; the intent behind them must also match the target page. What type of content and page best responds to the need - a product page, shop category, FAQ page, blog post, white paper, or service page, for example? And how do these contents and page fit into the customer journey and the company goals? Landing pages optimized for keywords are no longer sufficient - they must also align with user intent. Another development we observe and which will continue in the SEO   realm in 2022 is Google's focus on high quality and trustworthy content and content publishers. Especially in potentially sensitive industries where correct information is particularly important (for example, medicine or finance), but also in other areas, we see how crucial a strong brand is. Technical SEO is not becoming unimportant, especially in light of the Core Web Vitals, it is of great importance; the technical foundations that previously alone had a substantial positive impact are now often just the basis and are no longer sufficient to significantly improve rankings site-wide (apart from essential technical errors). Every company needs a holistic sustainable SEO strategy that considers both technical functionality and suitable content for the target audience and user intent alike. Tip : If you have already analyzed your key keywords and planned corresponding content - consider the intent and ensure that intent and content align. For 2022, plan not only technical and content-based search engine optimization but also measures to strengthen your authority in your industry. Publish “thought leadership content” to demonstrate your expertise and be present on other relevant platforms. SEA Trends 2022 The biggest change in the field of Google Ads: Expanded Text Ads (ETA) will be discontinued and can no longer be created from summer 2022. Instead, Google's focus will be on automation . Optimization is done by algorithm, working with machine learning and artificial intelligence. Advertisers thus have significantly fewer levers for manual optimization. For SEA experts this means that less manual work is necessary in campaign management and optimization. Instead, the overall strategy and alignment become more important in this field. What is the company's goal across all online marketing activities, and what contribution can SEA make? Who is the target audience, what are their intentions and needs, and how can they be addressed? What does the customer journey look like? Which landing pages are suitable for it? The connection to other online marketing channels remains important to leverage synergy effects. The importance of mobile access will continue to grow for SEA: all campaigns need to be optimized for mobile devices. Landing pages must be not only accessible but also usable on mobile devices. This does not only prevent a high bounce rate but also avoids a negative rating from Google. A current development that will be important in 2022 and beyond is the increase in voice search. “Voice Shopping” - shopping via voice commands in devices like Alexa or Siri - may not yet be a concern for the masses, but it is a future model ( as projected by a Google study in 2019 ) that must be considered in SEA, as voice search operates differently from traditional search. Especially in paid online marketing channels, measurability of actions is indispensable for meaningful evaluations and derivation of actions. Current data protection regulations have changed tracking as we knew it for a long time and present new challenges. The goal must be to collect as much data as possible and integrate it into campaigns. Only if we can reliably evaluate performance and user behavior can we assess actions and optimize them in a targeted manner. Tip : If you haven't compiled thoughts about the user journey yet, it is urgent that you do so and incorporate these insights into your measures. Google Ads automation continues to advance, and this topic must be addressed by all advertisers. Those who deal with it promptly, test and gain experience do not hand over control to Google in one step but can learn and assess the success of these automated campaigns and where there is still room for action. Read more about the future of search engine marketing in this article: Search Intent & Ads Automation – the Future of Google Ads Web Analysis Trends 2022 As mentioned above, Data Driven Marketing remains significant. Correspondingly, the importance of professional web analysis is immense: accurately set up tracking and a qualified evaluation of data to draw the right conclusions can make the difference in deploying the online marketing budget efficiently. Especially in the last two years, where due to the pandemic only in a few industries was it “business as usual”, it helps to have insights into user behavior available to derive a data-based forecast for 2022 and likely another year influenced by COVID. The issue of data protection will continue to accompany us, and the web analysis trends that have emerged this year will remain important in 2022. To compensate for the loss of data through consent banners and users rejecting cookies or blocking them directly in the browser, solutions still need to be found. Solutions that are consistent with data protection regulations but still ensure meaningful and reliable data. One solution that we as an agency have been pursuing for a while and implementing for companies is server-side tracking , and in the future, cookie-free tracking will play an increasingly important role. Powerful tools and accurate data form the basis for this: web analysis tools like Google Analytics 4, which can especially help in the Google Ads channel to increase conversions, but also additional tools for the field of search engine optimization that provide further data for projections. Tip : Ensure you're measuring the data you need for your business goals, that this data is accurate, and that you make all decisions as data-driven as possible. Further insights into web analysis developments can be found in this article: Data Analysis 2021: This is how data evaluation works also with less data!   Social Media Trends 2022 In the social media sector, the channel TikTok stands out, whose importance will continue to grow in 2022. What is still perceived by many as a primarily personal fun channel does indeed offer potential for companies to be active and advertise here. Formats such as animations and videos are gaining importance, primarily thanks to the popularity of TikTok and Instagram Reels, where very short videos tell stories, spread messages, and promote products. Especially in social media ads, personalization and targeted addressing of each individual target group are particularly important. With increasingly better targeting options, advertising can be played out much more targeted. On the one hand, there is the possibility to analyze and understand your own target group better than ever before; on the other hand, to tailor the content and design precisely to this target group. Where social media years ago was primarily for entertainment, Social Commerce is becoming increasingly important. The various social media platforms offer many opportunities to sell directly there without users having to leave the platform or app: Facebook and Instagram can host shops, Pinterest brings the option to create product pins. Especially for a younger target audience (around 16 - 24), this sales channel is becoming increasingly important, as more searches happen via social media than Google. Those who are not present here and want to appeal to young people are missing considerable potential. Tip: Consider even the newer channels in your Social Media Marketing  and check if your target audience is there. Dare to try new advertising formats, for example on TikTok. Use all the options and channels that are relevant for your company and your target audience. Test “social selling” of different products, for example through a Facebook or Instagram shop. Is your online marketing fit for 2022? Have you already planned your online marketing measures for 2022? Have you established a strategy, selected the relevant channels and actions based on the experiences and data of this year and previous years? Are you considering the current trends and developments for the future? If you wish for a “sparring partner”, a team of experts by your side to advance your business goals with you, contact us! We are pleased to support you for 2022 and beyond with our years, sometimes decades-long experience and knowledge of current trends in the online marketing world. Together, we find the optimal individual strategy for your company. We fight for your clicks and leads! Contact us here ! Did you enjoy the blog? Recommend it now! Facebook Twitter Telegram Linkedin Envelope Whatsapp AUTHOR

Content Marketing Strategies for Lead Generation

Oct 5, 2021

Adnan

Kasem

Category:

Growth Marketing

Is your content working for you and generating leads, or do you feel your efforts aren't bringing the desired result? The significance of content cannot be overstated these days, but there are numerous hurdles. Perhaps what you lack is an effective content marketing strategy. Why is a content marketing strategy important? Content creation accounts for a significant part of the online marketing resources and costs for many companies. Social media posts, newsletter content, blog posts, content for other advertising materials and channels. It's not just the writing but also the publishing and promoting that take up a lot of time. To leverage synergies and create content as targeted and effective as possible, a good content marketing strategy is essential. The foundation of the strategy: what goal do you pursue with your content? Each channel and every single content piece can pursue different goals, but an overarching company strategy should set the direction. Creating content without a goal is, in the worst case, nothing but a waste of resources. Thus, ask yourself this question: What is your primary goal, why are you allocating budget and resources for content creation? Why are you investing in content marketing? The most important goals include Increasing revenue / boosting conversions Increasing traffic / expanding reach Brand building / increasing brand awareness Link building In reality, campaigns often aim to fulfill multiple goals, which is why defining the primary objective is especially crucial. Why? Content types, content material, target audience, and audience address can differ significantly depending on the most important goal. Therefore, the content marketing strategy sets the framework for content campaigns and measures, preventing content from being created without planning and direction. The importance of user intent and target audience (Buyer Persona) Behind every search query is a need. User intent is therefore essential in search engine optimization, but also in the SEA channel. Yet, on other channels, the need is critical, as users will only click on a link if they expect something in return, such as: The answer to a question A purchase opportunity Help with a decision before a purchase Entertainment If you create content based on keywords, the key question is: what is the primary user intent behind the keyword? The more specific the keyword, the easier this question is to answer. In contrast, very generic keywords often allow for multiple interpretations. The intent behind

The Future of B2B Sales: Hybrid Sales and Online Lead Generation

Aug 9, 2021

Axel

Vortex

Category:

Growth Marketing

What Does the Future of B2B Sales Look Like? The COVID-19 pandemic has been affecting us for nearly 1.5 years now and has had significant impacts on both our personal lives and the world of work. Entire industries were and still are in crisis, and almost all companies had to rethink their work models to ensure the greatest possible safety for employees. Sales were also impacted, and new tools and channels for lead generation, especially in the B2B sector, had to be found. In this blog post, we share current insights from expert surveys with you and offer tips for your own B2B sales: Which sales models are future-proof? Where and how can online channels help? What advantages has COVID brought to lead generation? How can sales be done effectively? How the COVID-19 Pandemic Has Changed the Work and Sales World Due to contact restrictions and the need for hygiene concepts, travel was very limited, especially in the spring and autumn/winter of 2020 and in spring 2021. Companies switched to remote work, and sales had to work from home and largely forego on-site visits with (potential) clients. Interestingly, companies reported partly better productivity when working from home - especially those employers who actively supported and promoted their employees during the pandemic. That's according to a study by McKinsey . The Sales Management Department at Ruhr University Bochum conducted a detailed survey of B2B companies in the DACH region about their experiences with sales during the 2020 pandemic. Business and sales executives from 777 medium and large companies participated in the survey. Over 50% of them were either service sector companies or manufacturers of industrial goods. Over 89% of those surveyed were affected by the COVID shutdown in 2020; meaning that on-site customer visits were not possible. Nevertheless, the majority of companies met or nearly met their sales goals. Around 19% slightly exceeded their targets, and over 8% significantly exceeded them. This leads to the conclusion that successful sales can be achieved, at least partially, remotely. Channels like online meetings, video calls on smartphones, as well as LinkedIn and online demos were predominantly used. You can read more results of the survey further in this article. Hybrid Work and Hybrid Sales - The Models of the Future The work model of the future is hybrid. Employees appreciate the freedom and flexibility of working from home but also miss the office and colleagues, feeling isolated. Not everyone can work well from home; the conditions vary significantly depending on family situation and living environment. A study by McKinsey found: 9 out of 10 surveyed employers want to combine office presence and remote work in a post-pandemic era. However, there is largely no specific plan for how this should be implemented. This results in significant insecurity among employees, the study finds. Questions like: How should work be structured? What are the expectations? Specific approaches or guidelines are largely lacking. The consequences are burnout, concerns, and stress. Employers need to respond to this situation to alleviate as many uncertainties and fears as possible. A good approach is to involve employees in decision-making processes and discussions, considering: what do employees themselves wish for? Sales will certainly also increasingly rely on hybrid and remote models, and clear rules and structures are needed here as well. According to the survey of the Sales Management Department at Ruhr University Bochum, approximately four times as many visits were possible compared to on-site sales. Furthermore, online meetings save time - averaging 40 minutes, they were significantly shorter than on-site visits, which lasted an average of 70 minutes. Additionally, travel time, which cannot be used productively to 100%, is saved. This means the online alternative saves more time and frees up resources. The results suggest that sales are also evolving towards hybrid sales since companies have experienced the benefits of online sales. However, there were also hurdles that companies had to overcome, as hardly any innovation comes without difficulties and challenges. The Challenges of New Hybrid Work Models in Sales Hybrid sales mean combining on-site visits and online meetings. The survey from Ruhr University Bochum highlights where the challenges lie. Online sales operate under different conditions than traditional channels with personal on-site contact. Processes need to be reconsidered, team leaders, and sales staff need to learn new skills. Challenges are also evident on the customer side. According to the study, acceptance of online sales varies significantly among different types of customers. About two-thirds of global accounts and key accounts could be reached well through online channels. For B and C-customers, it was only just over half or even just 42%. Differences were also noted among different industries. Not every occasion and situation is suitable for an online meeting. The study distinguishes between these customer groups and situations: New customers First contact initiation Consultation first purchase Strengthening the relationship/follow-up Negotiation appointment Handling problem-solving and coordination According to respondents' assessments and experiences, online formats are particularly suitable for problem-solving in new customer sales, while all other situations should be conducted as an on-site visit. This is especially true for negotiation appointments. For existing customers, all situations are suitable for online formats according to the survey, but relationship nurturing works better in direct personal contact on-site: Consultation new product/first purchase Repeat purchase/order (similar/modified product) Relationship maintenance Negotiation appointment Handling problem-solving and coordination Differences are also noticeable between the different industries of the respondents: Online meetings are especially useful for banks, insurance companies, and financial service providers, as well as IT and telecommunications Most problematic in wholesale and retail, on the other hand It is, therefore, important to understand the clients' preference for support - online or on-site. Only this information helps decide for which clients and situations an on-site visit is important or even necessary to close a deal and where online meetings suffice or even offer advantages. Virtual team meetings and video conferences have become an integral part of many teams' work routines since March 2020. The pros and cons have been widely discussed, such as the fact that it is impossible to look someone in the eye during video calls. Online formats also lead to faster fatigue, requiring more frequent breaks - many online conferences already account for this with shorter sessions and more breaks. The greatest challenge in online sales lies mainly in the limited perception of non-verbal, emotional language. Many cues are lost in video calls, such as facial expressions, gestures, posture, which are available in personal contact and help assess the situation. But technological problems and sales staff's competence in online meetings are also challenges. This means that new skills are required, sales need to be trained, and the optimal procedure and suitable tools must be tested and established. Online Lead Generation as Support for Sales If COVID has shown us and our clients one thing, it's this: online channels are almost indispensable in sales. Nevertheless, many companies have not yet fully exploited the potentials of online advertising and lead generation. Online lead generation offers many advantages, such as: Scalability: When the size of the target audience is known, online advertising can be scaled well. Additional information such as the average click rate for the respective channel and type of advertising, as well as click prices or costs for a certain number of ad plays, make it easier to forecast how many people can be addressed with a certain budget - and what it costs to increase this number and gain more leads. Measurability: With correctly set up tracking, channels and individual campaigns can be accurately evaluated for their efficiency and ROI or ROAS. Even individual advertising materials can be compared to implement campaigns as effectively as possible and achieve the best ratio of revenue to expenses. Targeted Steering: Targeted addressing of audiences with specifically defined actions is possible in various online channels because this information is available and can be used. This might mean in B2B sales, for example, addressing executives of a specific industry via LinkedIn, or in the B2C sector, reaching people of a certain gender with specific characteristics or interests on Facebook. What does this mean for B2B sales and the new sales models? Where can online marketing and lead generation help? Depending on the target group and the industry or topic, online advertising can achieve a high reach - initial contacts could be made through presence in paid and unpaid search results and visibility on relevant social media channels and funneled into the sales funnel. Furthermore, if a sales tool like LeadInfo (Link on Blogpost) is used, sales can be significantly relieved by prequalifying potential clients and forwarding only the most promising contacts with a high conversion likelihood to sales. Online marketing also helps to increase brand visibility, position the company as an expert and authority, and build trust with the target audience. This way, the number of contacts with potential clients can be significantly increased through online measures without the sales team always having to be in personal contact. Thus, online lead generation can effectively complement traditional sales. How to Succeed in Hybrid B2B Sales The survey has shown: the hybrid sales model ensures greater productivity and saves time and money. Digital channels also offer many opportunities in B2B sales, but online contact cannot completely replace on-site contact - it's important to find the right balance. The key success factors from the results of the Ruhr University Bochum survey and our own experience at a glance: The training of sales staff is essential to be optimally prepared for online meetings and conduct them successfully. Sales skills are even more important online due to limited non-verbal signals, and new skills are added, such as conducting conversations via online tools. In this context, leaders also need to take on a coaching role , support, and promote employees. The topic of remote leadership has gained much importance since COVID - leading hybrid or remote teams is a skill many leaders had to learn: for example, how to maintain motivation even in a home office? How to strengthen team cohesion and togetherness, even if teams only see each other virtually. A high-quality technical setup is essential to avoid problems and present professionally, both in terms of hardware and suitable tools. To make sales effective, online platforms and CRM systems must be integrated into the sales process. It is also important for< strong>lead tracking and the assignment of leads to the respective channels and campaigns and for qualifying contacts for the sales process. In online lead generation, all relevant channels should also be used in B2B sales, especially social networks. Relevant initial contacts can be reached via LinkedIn or XING, for example. Ultimately, it's the combination of different channels that increases success. It's less about the number of on-site visits than the total number of contacts : how often do prospects come into contact with the company - through organic reach, paid campaigns, and personal contact, both online and on-site. In traditional sales, it was primarily print brochures, catalogs, or on-site product demonstrations. For online sales conversations, high-quality virtual product and company information such as professional product images and videos, image videos, the option for demos, and online company brochures serve as the equivalent. Good meeting preparation also crucially determines online success: this includes, for example, sending an agenda in advance; the ability to prioritize topics or planning in experts that can be included (an advantage over on-site sales - additional people can be added without significant extra costs). Freed capacities should be used wisely - for example, by looking after a larger number of customers or intensifying existing customer care. The online format also allows the inside sales team to participate in active sales, e.g., to maintain small clients at low effort and improve customer retention. Therefore, hybrid sales require, like the hybrid work model, adapted structures and processes, training the sales team, and considering all relevant online channels. Then, there is a great opportunity to gain significantly more leads at lower costs and manage a larger number of clients per employee. COVID, despite all the challenges, has at least opened up new perspectives and potentials for sales. Digital B2B Lead Generation with the internetwarriors Do you want to ease your sales efforts and gain more potential clients through online lead generation ? As a full-service online marketing agency, we have experts for all important channels on our team and can support your sales by setting up campaigns and implementing efficient tracking. This way, you'll gain more qualified leads that your sales can work on, and you increase both your visibility in your industry as well as your number of prospects and deals. We analyze your situation with you, identify the right channels and measures for you and support you from conception to implementation and evaluation. Contact us with no obligation! Sources Survey of the Sales Management Department at Ruhr University Bochum: “Hybrid Selling: More Sales Productivity Through Synchronized On-Site and Online Visits” (Link? https://smd.rub.de/hybrid-selling-blog/ ) McKinsey & Company: “What executives are saying about the future of hybrid work” (Link https://www.mckinsey.com/business-functions/organization/our-insights/what-executives-are-saying-about-the-future-of-hybrid-work ) McKinsey & Company: “What employees are saying about the future of remote work” (Link https://www.mckinsey.com/business-functions/organization/our-insights/what-employees-are-saying-about-the-future-of-remote-work ) Did you enjoy the blog? Recommend it now! Facebook Twitter Telegram LinkedIn Envelope WhatsApp AUTHOR

The Principle of Verticalization in Online Marketing: When the Manufacturer Meets the Customer

May 31, 2019

Katharina

Pfetsch

Category:

Growth Marketing

Table of Contents Verticalization of Manufacturers – Why? Commerce is booming, consumer demand and purchasing enthusiasm are constantly growing, and access to products is greater than ever before. One might think that manufacturers are certainly making the highest profits and revenues and experiencing prosperous times. However, some companies have sadly experienced in recent years that conventional management styles and classic job division can quickly push you out of the market. It is extremely important not only to appear as a pure manufacturer but also to get to know your customers personally. We will explain why this is the case and what causes have led to it. But don't worry, we also have solutions ready for you. What is Verticalization Exactly? Verticalization per se describes the integration of upstream and downstream stages of the value chain. This means that the previously clearly separated roles and responsibilities of manufacturers and retailers are increasingly overlapping and boundaries are becoming more fluid. The pure division between the manufacturer and the handing over of products to distributors is no longer timely, with digitization being just one of many causes. Not only is the external presence of a manufacturer becoming increasingly important, but customer loyalty should also be strengthened through open structures. In (online) marketing, this is called vertical marketing. In verticalization, manufacturers become so-called verticalizing manufacturers – meaning the products are not only manufactured by one company, but it is also responsible for additionally sparking the interest of potential customers, building and strengthening customer bonds. Moreover, an advisory function is added before and after purchase, up to possible direct sales – the manufacturer thus assumes a significant part in the value chain, depending on how the power dynamics between the players are distributed. This verticalization of processes can run in both directions, not only from the manufacturer towards distribution but also from retailers towards manufacturers. Companies should engage with the topic of verticalization from this situation. The Role of the Customer Life Journey and the Manufacturer Why the integration of processes in the value chain into one's company is sustainably worthwhile has something to do with the Customer Life Journey. This describes how a potential customer becomes aware of the brand, develops interest in a product as well as a willingness to buy, and subsequently informs themself about a product. This process is followed by the purchase and the customer is looked after afterwards, so they ideally appear again as a loyal customer. If a company covers as many steps as possible in this journey, the Customer Life Value increases: the probability of a customer returning due to the built-up customer loyalty and a repeat purchase rises. [caption id="attachment_24507" align="aligncenter" width="906"] Fig. 1: Customer Life Journey and Customer Life Value in the AIDA Model.[/caption] But even at the initial purchase, the preliminary step of customer loyalty is extremely relevant: The better a company's branding strategy is in advance and brand building takes place, the more likely it is that the potential customer will become a buyer and decide against a rival product. Who doesn't know it: You're looking for a specific product and might already be in the store. A last grab for the mobile phone to reassure and gather additional information. A good branding strategy and optimized online presence can now be crucial for the customer’s purchase. Whoever has already invested well as a manufacturer can secure the sale for themselves. It doesn't necessarily have to be direct sales as a channel, the same principle applies to sales through distributors. Branding Strategy – Why and How But how can a manufacturer advance brand building? The right branding strategy is crucial. Verticalizing manufacturers offer product services on their own pages that enable close and easy customer contact, provide high-quality informational material, as well as product presentations with high-quality photos and videos, zoom functions, and attractive product descriptions. All these services offer the potential customer a positive brand and shopping experience, even before the purchase. The emotional connection and the building of trust between manufacturer and customer significantly contribute to identification and brand building. Fig. 2.: Guitar manufacturer Fender (FMIC) shows information and imagery with a zoom function on the website and offers information options on delivery times. A second important point and benefit that arises from good branding and the resulting customer contact is the direct customer feedback that can be generated. Manufacturers finally have the opportunity to get to know their customers personally, better understand their needs and use this valuable information not only for product improvements but also for additional services. This can sustainably improve the complete buying experience and strengthen the bond between manufacturer and customer. This process is further supported by targeted marketing. The effect of approaching the customer is also evident in product development: Manufacturers can respond directly to customer wishes through close customer contact. Specific and personalized products are often the result of this, which in turn leads to an even better reputation for your company. Fig. 3.: Example of product personalization for customers of the pacifier brand “NUK”. By individual design, customer loyalty is strengthened and customer proximity is established. When Partners Become Competitors Whether and to what extent verticalization can be advanced depends greatly on the industry and the dealer network in which you distribute your products. As mentioned before, this leads to shifts in power dynamics not only between dealers but also among manufacturers and dealers. Where sales used to occur through wholesalers, now often E-commerce shops compete not only directly with other brands on the page but across the entire network. This potential loss of revenue encourages manufacturers to start direct sales in order to withstand the enormous competitive pressure. But be cautious, acting too quickly could be fatal. One should not forget that dealers at this point know the needs of buyers very well due to long-term customer relationships, customer contact, and sales experience – manufacturers initially find themselves in a weaker position here. It is therefore urgently advised to openly lay out and discuss steps of verticalization with distribution partners, especially when considering your own shop, so that the dealer network is not bypassed and falls apart. Moreover, due to the different budgets of the individual dealers, a solo takeover of direct distribution by the manufacturer is usually not advisable. The establishment of direct distribution and the positioning as a competitor with distribution partners should therefore be well planned and should only occur when there is sufficient end customer contact and brand building. Many manufacturers, when it comes to verticalization, do not want to go into direct sales as such but instead offer specifically manufactured special product lines or brands in online shops that can be purchased exclusively. Fig. 4: Chocolate manufacturer Lindt & Sprüngli AG offers limited editions online in its online shop and thus becomes a direct sales vendor.[/caption] Aside from selling selected bestsellers or limited editions, another possibility is presenting products with the option of retailer search. Here the manufacturer supports the retailer in gaining customers. The result: the main focus is therefore not on the establishment of an E-commerce shop but on brand building and the establishment of a close customer relationship. This benefits not only the manufacturers but also the individual retailer. Fig. 5: Calendar manufacturer “paperblanks” not only offers the option to purchase individual products online on its website but also a retailer search for more products. Technology manufacturer “Fujitsu Limited” also offers the possibility of providing more detailed product information on its website and offers customer contact for this purpose. As a manufacturer, Fujitsu knows its products best; however, distribution continues externally through partners. On the website, the customer has the opportunity to receive detailed and purposeful advice. Fig. 6: Fujitsu uses product descriptions and storytelling to bring interested customers closer to the product, showing that the company understands the customers' needs. Through product videos, the storytelling on the product page is then further deepened. Additionally, all necessary information is compiled for the customer at a glance, such as product awards, partner search, customer service number, and technical details. During the subsequent visit to the dealer, the purchase decision will likely be influenced by a purchase intention for the Fujitsu Limited brand. Fig. 7: Elements of the website that are customer-focused. Meanwhile, it should not be forgotten that the power dynamics shift bilaterally between manufacturers and dealers. Verticalization here does not only originate from the manufacturer but can also be initiated by the dealer. This results in two scenarios: 1. Manufacturer as Retailer As just introduced, manufacturers increasingly take on the functions of the retailer and possibly sell individual product lines, for example, in direct sales. 2. Retailer as Manufacturer But retailers also leverage their accumulated knowledge about sold products and customer profiles. No one knows their customers better than the retailer: through years of customer service and trust-building in their services, retailers and their networks possess unique information. They know the preferences and behavior of customers and now increasingly use this knowledge for themselves: They build their own brands and branding strategies, and new products are created. These then compete directly with established brands. Fig. 8: A small selection of the established private labels of drugstore retailer dm - drogerie markt GmbH & Co. KG, which the company has built up over the years. The adapted product articles and brands cause an uproar at some established manufacturing companies because they may feel bypassed, following the motto: "We develop products, and you use your reach to launch cheaper but similar products on the market." However, this is rarely the case since private labels conduct and support their own product developments. Ultimately, it is up to both manufacturers and retailers to develop new branding and marketing strategies, to utilize them, and to work in symbiosis rather than against each other. How This Specifically Relates to Online Marketing As already mentioned, users inform themselves increasingly beforehand before purchasing or directly in the store through smartphones on manufacturers' websites about products and look for reviews and recommendations. Simultaneously, especially in the omnichannel approach in marketing, store visits in online presence are becoming increasingly important to strengthen customers in their purchase decision and bind them to oneself. A good concept and a good strategy in online marketing that considers all these factors help companies with comprehensive information and options, such as good services and a confident appearance, to directly approach customers and convince them. Introducing online shops or a B2C website helps to secure one's place amidst the competition in the long term. By maintaining customer relationships on your own website, customers can be examined with web analytics that provides valuable insights for product development and potentials. When deciding on online advertising, such as Google Ads, there are several points to consider. How are the keyword prices developing for certain generic products? Can I keep up here with my budget? Smaller companies are advised to start with specific products like top sellers and fall back on long-tail keywords to best invest the available budget and secure good positions. Online marketing consciously intervenes in users' Customer Life Journey. This must be thoughtfully considered, implemented, and developed in the long term to secure customer loyalty. A good marketing strategy for verticalization moves the company forward, while a poor strategy can have the opposite effect. An important factor in verticalization is not least the expansion of reach. The customer base can be expanded through perfectly coordinated branding strategies in online marketing. Due to the increasing digitization of the market, online marketing in particular is becoming an important component, because: Online trade is growing by about 10% annually. Use this development for yourself! Branding Strategy or Performance Focus: How Can I Participate in the Process? Depending on the starting situation, different strategies arise. Are you still at the beginning of your online presence and want to increase your reach? Or do you already own an online shop? 1. Pure Product Manufacturers For product manufacturers who do not yet have their own online presence, building a user-friendly website is recommended. Together with the right branding strategy in online marketing, your brand can be further built, and reach expanded. In the course of this, online direct sales can be set up. 2. Manufacturers with Direct Sales Seeking Market Expansion Manufacturers with their own direct sales are also looking for new markets. How can you reach more customers with your direct sales and gain new customers? How can you bring your offer to further potential customers and advance your company? Through dealer networks, but also by targeted use of the right marketing strategy and advertising options, you succeed in exploiting new target audiences. 3. Manufacturers with Customer Contact and Sales: Process Optimization and Expansion of Online Trade If your company is already known to customers not only as a brand and manufacturer but also in direct sales and retail, the right marketing strategies help optimize processes and continue to expand online trade. Many factors must be considered, and with the use of the latest techniques and advertising possibilities, new ways continuously arise to strengthen one's position and offer users an exceptional experience. New strategies not only help with revenue increase but also reveal new potentials. Different Industries, Different Customs In the verticalization of markets, a lot depends on the industry in which you find yourself. While some industries are already more established in the online business, other industries are gradually catching up step by step. While fashion and electronics brands with nearly 50% market share in online trade are already firmly established in the online business, the healthcare industry, with a share of 6.2%, is only slowly catching up. With every market entry, legal foundations and hurdles must, of course, be examined, which must first be overcome in some industries. However, the potential is present in all industries and the market is not saturated. Fig. 9: Apple Inc. offers special educational discounts on the website and uses this as a USP for its own online shop.[/caption] Especially in high-revenue industries, the direct sales of large companies are usually tolerated by retailers. A good example is the tech corporation and giant Apple Inc., which can position itself particularly well in its own shop with special discounts, such as educational discounts. While some retailers might remove (individual) products from distribution in the case of verticalization of lesser-known brands due to poor communication between manufacturer and retailer, the direct sales by prominent companies are tolerated. Therefore, a good bond and open communication between manufacturer and dealer are extremely important. Fig. 10: The technology manufacturer Apple Inc. offers products directly for purchase on its website. Apple directly engages with the customer and understands their needs: Through an especially user-friendly and short funnel, the purchase is facilitated. There are many opportunities to reposition and expand your business through verticalization. New strategies, current techniques, and online marketing offers help enormously to achieve these goals. Use verticalization for yourself! Internetwarriors GmbH – Your Partner with Expertise and Industry-Specific Solutions Internetwarriors GmbH specializes in individual Customer Solutions for online trading. No matter whether you are currently in brand building, exploring new markets, or want to boost your sales with online marketing - we offer a solution tailored personally for you. Our years of industry experience help us find the right strategy for you and your digital business model. We look forward to your inquiry .

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Server-Side Tracking - An Overview

Jul 16, 2025

Halid Osmaev

Halid

Osmaev

Category:

Web Analytics

Banner for a blog article - Woman sitting in front of a screen

Server Side Tracking is the new standard. A significant advantage is the control provided over the data flow, especially user data. In this article, we discuss Server Side Tracking using Google Tag Manager as an example and review its benefits and which user data is sent. But first, the important question: What is Server Side Tracking? In short: Server Side Tracking is a data collection method where the tracking information is processed not in the browser but directly through the server of the website operator and forwarded to analysis or marketing tools afterward. The traditional tracking method is Client Side Tracking (CTS) , where a code snippet is embedded in the page, for example, via the Google Tag Manager. This sends event data directly to third-party services like Google Analytics 4, Meta Ads, etc. However, control over the sent user data (IP address, demographic data, etc.) is limited to the adjustments offered by the tool. Additionally, a third-party cookie is usually set, resulting in loss of data amount and quality.   Figure 1: Comparison of Client-side and Server-side tagging With Server Side Tracking (SST) , all data is first sent to a private server, where, for example, the Server Side Google Tag Manager is running. This ensures that there is no undesired data transfer occurring on the website with the users. This transfer happens only in the Google Tag Manager Server Side. However, this can then be adapted to a data protection-compliant standard by clear insight into the data and further configuration options like transformers . Server Side Tracking vs. Client Side Tracking The traditional Client Side Tracking (CST) is still widespread but increasingly reaching its limits. In CST, tracking scripts are executed directly in the user’s browser, sending data like page views, clicks, or conversions to third-party tools. However, this approach is very susceptible to modern tracking protection measures such as ad blockers, VPNs, intelligent tracking prevention (ITP) in iOS/Safari, and various data protection regulations. In contrast, Server Side Tracking (SST) uses a different approach: Tracking data is no longer sent directly from the browser to external tools but first to the server. This acts as a proxy or central data hub through which all tracking requests run. The server request is treated similarly to an API request and is thus less vulnerable to blocking . Additionally, all data processing takes place within one's infrastructure , significantly reducing the risk when dealing with data protection authorities. Another difference lies in the use of cookies: While Client Side Tracking relies on third-party cookies – which are increasingly blocked by browsers – Server Side Tracking prefers first-party cookies , considered more trustworthy and stable. Why is Server Side Tracking now standard? While Client Side Tracking is increasingly losing its effectiveness due to growing restrictions, Server Side Tracking offers a future-proof, high-performance, and privacy-friendly alternative – with significantly higher data quality and control for companies. Overview of the benefits of Server Side Tracking: More data control : Unlike the specifications of external tracking tags, companies with SST retain full control over the collected data. Higher data quality : SST can often bypass ad blockers and tracking protection measures, typically leading to at least 12% more data. Performance advantages : Instead of addressing many individual tracking tools directly from the browser, only one server is contacted – conserving resources and improving website load time. Data protection compliance : By processing exclusively within their server structure, companies can better respond to legal requirements. Server Side Tracking and Data Protection Regulations Server Side Tracking offers not only technical advantages but also a significantly better basis concerning data protection laws. The main legal regulations in the European area are the GDPR, the TTDSG, and the EU-USA Data Privacy Framework.  An overview: General Data Protection Regulation (GDPR) The General Data Protection Regulation ( GDPR ) mandates that personal data – which can be traced back to a real person, such as name, email address, or IP address – may only be collected and processed with the explicit consent of the users (e.g., through a cookie banner). It has been applicable in all EU member states since May 25, 2018, forming the central legal framework for handling personal data in the European area. The GDPR requires companies to inform transparently which data is collected for what purpose and how long it will be stored. Additionally, users must be able to object to processing or revoke consent at any time. For tracking, this means: No data may be collected or shared with third parties without clear and voluntary consent – even if the technology allows it. Violations of the GDPR can result in hefty fines. Server Side Tracking offers the advantage that data collection, storage, and sharing can be centrally controlled and better documented – facilitating GDPR-compliant implementation. Telecommunications-Telemedia Data Protection Act (TTDSG) The TTDSG (Telecommunications-Telemedia Data Protection Act) supplements the GDPR specifically for online services and stipulates that no arbitrary user data , especially through cookies or similar technologies, may be stored or read without prior consent . The law came into force on December 1, 2021, merging central data protection requirements from the GDPR and the German Telemedia Act (TMG) as well as the Telecommunications Act (TKG).  For online tracking, this means: Even setting a cookie that is not purely technically necessary requires active, informed consent from users, for example, through a consent banner. Tracking methods attempting to create user profiles without consent – even through technologies like fingerprinting – are prohibited under the TTDSG. This tightens the requirements for data-driven online marketing measures and underscores the necessity to make tracking privacy-compliant and transparent – something that is much better controlled with Server Side Tracking. EU-USA Data Privacy Framework Particularly relevant for international companies is the new EU-USA Data Privacy Framework , which facilitates transatlantic data transfer and has been in effect since summer 2023. Previously, it was problematic to send personal data to US services because US authorities had extensive access to it by law. The new agreement creates more legal certainty when US services like Google or Meta are used – but only if the services are certified under the new framework. These are just a few of the laws affecting tracking. Therefore, an understanding of user data is important. Conclusion: Why does Server Side Tracking offer more data protection compliance? Server Side Tracking allows the entire data processing to initially run through one's server infrastructure. This means: Tracking occurs not directly with the users but only after explicit consent and under full control of data processing on one's server. This allows the requirements of data protection laws to be better implemented, such as targeted anonymization , pseudonymization , or restriction of data sharing with third parties . Overall, Server Side Tracking enables a more data protection-compliant handling of user data, allowing companies to maintain oversight and control – which is essential under the current regulatory framework. What user data is sent with Server Side Tracking? The good news: Only the absolute minimum. What does this mean? Using Google Tag Manager as an example: When an event on the page, like a click, is triggered, an HTTP request is sent to the Server Side Google Tag Manager . Naturally, HTTP header information is sent along. This includes, among others: Time IP address Page URL Approximate location (by IP address) Operating system Browser Resolution Device Additionally, there are other parameters specifically related to configuration. Detailed information can be found in the documentation at [ https://developer.mozilla.org/en-US/docs/Web/HTTP/Headers ]. There are also parameters automatically captured by Google Tag for campaign optimization, which include: utm_source utm_medium utm_campaign utm_content utm_term and the Click ID It should also be ensured which data is user-defined sent with the Google Tag Manager configuration. In the Server Side Google Tag Manager, users can configure precisely through the use of transformers, which specific data should be forwarded in what form and which should be withheld. However, for a data-secure implementation, the conclusion should be: “ Track only as much data as needed .” The challenge is to limit tracking to what is necessary without incurring disadvantages. We set up correct Server Side Tracking for you The Internetwarriors are a team of experts in various fields of online marketing. One of our main focuses is web analytics and Server-Side Tracking (SST). With extensive expertise and a profound understanding of the latest trends and technologies in digital analytics, we offer tailored solutions to optimize our clients' online presence. We are thus a valuable partner for you when you want to set up professional tracking that provides all the data you need for strategic decisions and monitoring your online marketing activities. Contact us now without obligation !

Why Usability Is So Important for Your Website

Jun 11, 2025

Nadine

Wolff

Category:

SEO

Whiteboard with design mockups

Website usability means that users can reach their goals without frustration, overthinking, or detours—whether their goal is to get information, make a purchase, download something, or get in touch. The easier and smoother your website is to use, the more likely visitors are to stay—and come back.  Good usability not only saves time but also builds trust and improves the perception of your company or brand. Especially in the digital market, just a few seconds often determine whether someone stays or leaves. Therefore, it's crucial that your website is logically structured, easy to understand, and technically impeccable—for all users, on every device. In this article, we'll provide you with an overview of the fundamentals of website usability, explain why it's so important, and outline which aspects you should consider. What is Usability? Usability can be translated as "usability" and describes the ability to achieve the desired result without difficulty. The term "user-friendliness" is also often used. Optimal usability means that a product, service, or website fulfills its intended purpose precisely. On a website, this could mean a completed purchase, the provision of relevant information, strengthening your brand, etc., depending on the intention. Usability is a key factor in determining whether and to what extent visitors engage with your website content or move on to another site. It is an important factor in customer satisfaction and website quality. A usability analysis can help identify errors, weaknesses, and opportunities for improvement on the website. What does Usability encompass? Website usability includes all aspects that affect the user-friendliness of a website—how simple, understandable, efficient, and pleasant it is to use. Many factors interact to create a positive user experience. Specifically, they include: Navigation and Structure: Clear page layout (e.g., an easy-to-navigate menu, logical hierarchy), simple, logical navigation, breadcrumb navigation, and an easily searchable effective search function Layout and Design: A consistent layout across all pages, a visual hierarchy (important elements stand out), responsive design (works on all devices), and appropriate use of colors, font sizes, and spacing Content and Language: Clear, understandable language, relevant, up-to-date content, good readability (paragraphs, titles, lists), and accessibility (e.g., alt text, contrasts, keyboard accessibility) Interactivity and Feedback: Meaningful feedback (e.g., after clicks, forms), helpful and friendly error messages, and buttons and links that are clearly recognizable Loading Times and Performance: Fast loading times of pages and content and technical stability (no crashes, malfunctions) Accessibility: Support for screen readers, keyboard operability, good color contrasts, and scalable font sizes Trust and Security: SSL encryption, transparent data protection information, and a professional appearance (e.g., legal notice, contact information) Conversion Support: Clear calls to action (e.g., "Buy Now," "Learn More"), no distractions from the actual purpose of the page, and support for processes like forms or checkout What are the Goals of Website Usability? The goals of website usability are aimed at designing websites so they can be used effectively, efficiently, and satisfactorily by users. Interaction should be as intuitive as possible to lead to the desired outcome. Jakob Nielsen - one of the leading experts on usability, who has been studying the topic for decades - developed 5 key criteria of usability : 1. Learnability Goal: New users should be able to quickly understand and use the website. Navigation, structure, and functions must be intuitive . Example: A first-time visitor immediately understands where to find information or how to make a purchase. 2. Efficiency Goal: Experienced users should be able to complete their tasks quickly and effectively . Optimized workflows, fast loading times, and clear paths lead to goal achievement. Example: A repeat customer can reorder with just a few clicks. 3. Memorability Goal: Users who haven’t visited the website for a while should be able to easily use it again. This is helped by consistent design, familiar symbols, and a logical structure. Example: A user remembers how to find customer support even after weeks. 4. Errors (Error Prevention and Handling) Goal: The website should be as error-tolerant as possible and help users avoid or correct errors. This can be achieved through clear and understandable error messages, opportunities for correction, or well-thought-out forms. Example: An incomplete form clearly indicates what is missing without deleting all input. 5. Satisfaction Goal: Using the website should be a pleasant experience and generate positive feelings. An appealing design, useful content, and easy navigation lead to higher satisfaction among users. Example: A user-friendly interface with clear texts provides trust and enjoyment while using the site. How Can Usability Be Measured? Measuring usability means systematically evaluating the user-friendliness of a product or website using specific criteria, tasks, and user tests. While usability is partly subjective, it can be objectively measured if you use the right methods. Aspects of the above five listed criteria - learnability, efficiency, memorability, error prevention, and satisfaction - are often tested. Various methods are employed for measurement: Usability tests with users who have to perform specific tasks Questionnaires filled out by users after a test An expert examination based on specific criteria (does not replace user testing) Analysis of analytics and user behavior through web analysis tools, heatmaps, or mouse tracking A/B testing - different versions are tested against specific questions and data Why is Usability Important? There are numerous positive impacts of good website usability and just as many reasons why you should pay attention to good user-friendliness. It makes it easier for users to navigate your website, helps you stand out from the competition, and enhances the impression you leave on potential customers. Let's take a closer look at the individual reasons: Users Want to Be Guided A good website makes it easier for users to navigate. It allows them to quickly get to their desired goal (completing a purchase, downloading a document, finding the needed information) without thinking too much. The offered content should be self-explanatory in terms of the positive user experience. In fact, users don't want to think about how to do something on a website. They want to be guided and don't want to search laboriously for certain elements and "discover" the website on their own. They want to intuitively reach their desired goal as quickly as possible. The content offered needs to be self-explanatory for a positive user experience, and any interactive elements should be directly usable. Website Usability as a Competitive Factor The lack of willingness to stay on a website just because is partly due to the market situation. In the online world, a competitor is just one click away. Unlike a physical shopping street, there's no need to walk past a series of stores. The reality is usually different. Most companies don’t have the luxury of offering something so unique (services, physical products, digital products like apps) that users would endure a cumbersome website. Instead, well-prepared and easily accessible website content has the power to convince users to complete conversions on your site rather than a competitor's, making usability a crucial competitive factor. Your website needs to make a good impression from the first second. Many website owners are unaware that users often judge the entire company based on their first impression of the website. A poorly maintained website can negatively impact the entire company's image. Users might question whether the company is capable of offering good service if it can't even manage to keep basic things on the website in order. While this assumption is often incorrect, it illustrates the potential consequences of poor website usability. Usability is More Than Just Good Design The challenge in website design is that it's unlike any other medium because people often have different expectations for how websites are used versus how they're actually used. When website owners and designers sketch out a site, they have a certain image in mind. It's often assumed that users will study all the content thoroughly. But in reality, users often only skim through a page initially. They quickly scan the text and click on the first link that seems interesting or appears to be the closest to their searched goal. As a result, a large portion of the page might not be actively noticed by your users. How users read a webpage greatly depends on their goal in mind. They focus on words and phrases that match their personal interests, known as trigger words. If they don't find these on your website, it can still be beautifully designed and contain seemingly informative content, but it won’t hold their interest. Technical Performance is Part of Usability too Besides graphical design, technical preparation is a key aspect of usability. While large images, videos, interactive graphics, and other moving elements may look visually appealing, they significantly increase loading time. The problem is not all users have access to a fast internet connection. Ideally, a good load time is important for two main reasons: it reduces the chance that visitors lose patience and leave the website, and page load time is becoming an increasingly important ranking factor for search engines. Usability Engineering Usability engineering is a structured and systematic process for developing user-friendly systems, where the usability of a product—or, in this case, a website—is deliberately planned, tested, and improved throughout the development process. This means that usability should ideally be considered from the conception of a website or a relaunch. Good usability doesn't happen by chance; it's systematically planned and tested. SEO and Usability – A Strong Team SEO ensures the necessary flow of traffic through organic search results. But you shouldn't focus solely on generating traffic. Without usability, your visitors will quickly leave again, often without converting. If you only focus on usability, you will reach a significantly smaller group of visitors who may convert well, but due to the small number, may not generate enough revenue to financially sustain the company behind it. Choosing usability doesn't necessarily mean writing off SEO. If you think SEO is just about ranking first in Google's organic search results and driving traffic to the website, you're not thinking broadly enough. SEO measures aim not only for top placement in search results but also ensure that users can find their way around the site. This goal is shared with usability. Classic OnPage SEO measures include, for example: Clear page structure Logical navigation Breadcrumbs and HTML sitemaps Pagination Avoidance of 404 error pages Logical internal linking On closer inspection, it becomes clear that these points simultaneously significantly improve user navigation. So, there are indeed significant intersections between the two online marketing disciplines, which do not contradict each other. Good SEO specialists and user experience managers are aware of this close connection and ensure that all elements of the website complement each other effectively. Website Usability and Accessibility/Accessibility In the context of website usability, the topic of accessibility is also important. Both disciplines pursue the same goal of facilitating the use of websites, but they are approached from different perspectives: Usability aims to improve user-friendliness for as many people as possible. Accessibility seeks to make the website fully usable for people with disabilities (especially visual and hearing impairments). Numerous measures improve both web usability and accessibility (for example, a clear structure and understandable language or good contrasts). Accessibility also requires compliance with technical standards such as the WCAG (Web Content Accessibility Guidelines), including screen reader compatibility or alternative texts for images. Since the Accessibility Enhancement Act , you should assess (or have assessed) whether your website is not only user-friendly but also accessible. This is important to ensure that people with disabilities can use your website without restriction. Usability issues usually only become apparent when expected conversions don’t occur. Retrospective improvements can be expensive or, in extreme cases, unworkable. That's why you should focus on a good user experience at the launch or relaunch of your website. However, this doesn't mean that you should completely disregard usability in favor of SEO. Those who believe that SEO is only about ranking first in organic search results and driving traffic to the website are thinking too narrowly. In addition to good placement in organic search results, SEO measures also aim to ensure that users can navigate the website. This goal is shared by search engine optimization with usability.

Why Microsoft Advertising (Bing Ads) Should Not Be Missing From Any Marketing Mix

Jun 2, 2025

Alexander

Frank

Category:

Search Engine Advertising

Blog Article - Bing Ads

Microsoft Advertising (previously known as “ Bing Ads ”) is a powerful addition to Google Ads, offering numerous advantages such as comparatively lower click prices and advanced targeting options.  Are you already using Microsoft Ads, or have you limited your advertising to Google so far? In this article, we explore why it's more worthwhile than ever for companies to invest in Microsoft Advertising , what differences and benefits the platform offers, and why the topic of generative AI should not be overlooked. What is Microsoft Advertising (Bing Ads)? To begin, here's a brief overview: Microsoft Ads (formerly known as “Bing Ads”) is Microsoft's advertising platform , enabling companies to engage in search engine marketing (SEM), similar to Google Ads. Ads primarily appear on Bing's search results pages, but also on Yahoo, AOL, and partner networks, as well as in Microsoft products like Edge, Outlook, Windows, and the Microsoft Audience Network. Microsoft Advertising was launched as “Microsoft adCenter” in 2006, rebranded to “Bing Ads” in 2009, and finally to “Microsoft Ads” in 2019. With Microsoft Ads, for example, it’s possible to run keyword-based Text Ads (Search Ads) and also offers Shopping Ads that require a Microsoft Merchant Center feed, Responsive Search Ads , as well as native advertising in the Microsoft Audience Network and Remarketing . Bing in Search Engine Ranking and Technological Innovations When people search the internet, they often “Google.” Over time, the term “Googling” has become embedded in the language of most people and even made it into the 23rd edition of the Duden in 2004. It’s perhaps no surprise that “Googling” originated from the namesake search engine. Other search engines still remain in Google's shadow, often slipping from memory when it comes to marketing efforts. But is this justified? Bing may not automatically come to mind first when thinking about internet research. Nonetheless, the platform has undergone many positive changes and established itself as a solid alternative to Google. In recent years, Bing's market share has steadily grown , while Google currently remains stable (albeit at a high level). According to Statista, Bing's market share was 11.75% globally in April 2025, compared to around 8% three years prior. In Germany, Bing even holds a 15% market share . The Microsoft Search Network leveraged by Bing includes other search engines such as Yahoo!, DuckDuckGo, and Ecosia, collectively reaching a significant number of users. This enhances the opportunities for advertisers on Microsoft Ads and increases the potential visibility of their ads. While the Microsoft Search Network still falls short of Google in absolute terms, it has carved out a stable place in the market. It is expected that Bing’s market share will continue to rise, as more people seek alternative search engines in an era of growing privacy concerns. Microsoft, like Google, continually invests in technological innovations to make Bing more appealing to users. This is demonstrated not only by the new AI features continually being implemented in Bing , but also by a general massive increase in interest around Artificial Intelligence among internet users. This development naturally benefits Microsoft Ads as well. For example, Microsoft Office products offer the possibility of integrating Copilot into an extended license. Copilot is Microsoft’s AI-based agent that draws on Bing as a search engine when needed. Advantages of Microsoft Advertising over Google Ads An important factor that sets Bing apart from Google is the demographic composition of its users. While Google appeals to a broad audience, Bing is particularly popular among middle-aged individuals and business professionals . This can be advantageous for companies looking to target these specific audiences. Decision-makers and influencers can be particularly well-reached this way. Often overlooked, but just as important: On most work PCs running Windows, Microsoft Edge is the default browser, making Bing the default search engine . Cortana also pulls its results from there. This greatly increases the likelihood that a search query on Bing will occur in a business-relevant context. Additionally, the majority of traffic consists of desktop users. These factors can further positively influence the quality of traffic . Another advantage of Microsoft Advertising is the native integration of LinkedIn targeting . As Microsoft owns LinkedIn, advertisers can access the extensive professional data of LinkedIn users and target their ads more precisely. The attributes “Job Function,” “Company,” and “Industry” are available for more tailored targeting. Bid adjustments can be used, for example, to place higher bids for particularly relevant target groups. This is especially useful when B2B marketing plays a role. However, possibly the most significant advantage is that Bing, and thus Bing Ads/Microsoft Ads, is still surprisingly underutilized by many companies. Commonly cited arguments include a comparatively low search volume compared to Google and a lack of time to create and manage a complete account setup on this platform. But therein lies a great opportunity for businesses. The much lower volume of competitors positively impacts cost per click and can help companies position successfully on Bing with relatively low budget investment, yielding significantly more sales and leads compared to Google Ads vs. Microsoft Ads - Overview of Pros and Cons: Google Ads Advantages: Higher market share, worldwide and in Germany Greater reach and traffic potential Broader range of target audiences Higher mobile user coverage Disadvantages: Higher competition and hence  typically higher click prices (CPC) More complex user interface Microsoft Ads Advantages: Less competition and hence Typically more affordable CPC, especially in niche markets More cost-effective, even with smaller budgets Additional reach through other platforms/search engines like Yahoo!, MSN, and AOL Reaches an audience that may not use Google (middle-aged and Edge users) Target audience is generally older and wealthier, with many desktop users (particularly interesting for B2B and certain markets) Disadvantages: Lower market share and therefore Traffic potential Less automation and features Copilot in Microsoft Ads Microsoft Copilot is a AI-based assistant integrated into Microsoft Advertising that helps advertisers with various tasks based on campaign data, user inputs, and AI models. This includes: Campaign creation , such as automated keyword research, ad text suggestions, and the creation of Responsive Search Ads based on landing pages or product information Campaign optimization , e.g., bid strategy and budget distribution suggestions or A/B testing of ad elements Report and analysis creation , e.g., intelligent campaign performance summaries and creation of visual reports Like Google Ads, Microsoft Ads offers numerous opportunities to automate routine tasks with Copilot, saving time. Automatic intelligent analysis supports data-driven decisions. Copilot is integrated into the platform and allows for dialog-based interaction, similar to tools like ChatGPT. However, caution is advised with any AI-based automation - results should always be checked. Bid strategy suggestions must be critically evaluated to ensure that changes have the desired effect. Another example is ad text, which should always be checked for relevance to the product or service. Getting Started with Microsoft Advertising (Bing Ads) As mentioned earlier, many companies forgo advertising on Bing due to the increased setup and maintenance effort, which doesn't seem proportional to the expected return on investment. However, getting started with Microsoft Ads is surprisingly easy. An account can be created in just a few minutes, and the interface somewhat resembles Google's. So those who already advertise on Google’s platform will find navigating Microsoft Advertising straightforward. Importing Google Account Data into Microsoft Ads Additionally, Microsoft offers a useful import function that allows entire account setups from Google Ads to be mirrored into Microsoft Ads with just a few clicks. This also applies to other platforms like Facebook Ads or Pinterest Ads or uploading a completed template. This makes it particularly easy for companies with an existing Google Ads account to get started. There’s even the option to regularly import a Google account into Microsoft Ads, keeping the Bing account up-to-date with frequent changes. But beware: While Microsoft aims to make the entry into Microsoft Advertising as easy as possible and provides various tools, a certain level of account maintenance is still necessary. Importing accounts allows for a quick and easy way to advertise on Bing. However, to get the most out of the channel, Microsoft Ads should also be viewed separately and appropriate optimization measures undertaken. This ensures the target audience is optimally engaged and no potential is wasted. FAQs for Getting Started with Microsoft Ads Here are some questions our clients frequently ask about Microsoft Ads (and previously Bing Ads), giving you a deeper insight and helping you decide for or against Microsoft Advertising: For whom is Microsoft Advertising particularly worthwhile? Due to the differences in target demographics, Microsoft Ads are especially worthwhile for companies selling to B2B customers or targeting an older, more affluent audience. B2C companies can also benefit from Microsoft Advertising due to lower competition. Thanks to Bing's broader reach, Microsoft Ads are particularly effective in Germany, the USA, UK, Canada, and Australia. In contrast, reaching a younger demographic (under 25) might be more successful through Google or other channels. How effective are Microsoft Ads? Microsoft Advertising can be very effective, but the performance of your campaigns largely depends on the services or products you offer and the target group you wish to reach. The lower CPC and highly accurate B2B targeting can make Microsoft Ads very effective. We also observe from many clients a lower cost per acquisition with the same or even higher quality of leads or product purchases. If you’re unsure, we’re happy to advise whether Microsoft is a sensible addition for your business. What types of advertising campaigns are available on Microsoft? The campaign types on Microsoft are similar to those on Google Ads. Available campaign types include Search Ads, Shopping Ads, Multimedia Ads, Audience Campaigns, Remarketing Campaigns, Dynamic Search Ads (DSA), Hotel Ads, Local Ads, Performance Max Campaigns, and App Install Campaigns. Additionally, with Microsoft Ads, ads can be run on CTV (e.g., with an add-on package on Netflix).  What automation options are available in Microsoft Ads? Thanks to Copilot, Microsoft offers AI-based support directly in the advertising platform. Copilot enables automated creation and optimization of ads, as well as analyses and reports. Additionally, automatic bidding strategies (Smart Bidding) are possible as in Google Ads. Campaign management can also be automated, e.g., by setting rules for activating and pausing ads. However, it's important to note that automation is not a substitute for strategy or expertise, but rather a complement to efficient work. It's crucial to regularly check whether all campaigns and ads deliver the desired performance. Is Bing/Microsoft better than Google Ads? No, Microsoft Ads are a worthwhile addition for many companies and can even be an alternative depending on orientation and target group. Both platforms have advantages and disadvantages that need to be weighed against each other. For B2B companies, but also for many other topics and industries, a combination of Google and Microsoft Ads is the optimal blend in the marketing mix. We’re happy to advise if Microsoft Ads can be effective for your business. Microsoft Ads for B2B Companies As mentioned earlier, Microsoft Advertising is a very attractive alternative or addition to Google Ads for companies with a B2B target audience. The combination of target audience, platform integration, and cost-efficiency makes Microsoft Ads, just like earlier Bing Ads, very interesting for B2B businesses. Many users in the Microsoft Search Network are doing professional work when using Windows, Microsoft Edge, Cortana, and Office. It’s an effective way to reach decision-makers and executives . The higher proportion of higher-educated and higher-earning users makes Microsoft Ads relevant for industries like SaaS, industrial, and financial services . On average, Bing users are also older than the Google target audience. The lower competition and often cheaper CPCs are very advantageous for companies with costly leads and long sales cycles . The frequently 20-40% lower click prices make better ROIs possible. The high proportion of desktop users is also an ideal match for a B2B target group, as many purchases and research activities in a business environment occur via desktop, not mobile. The combination of desktop usage in professional fields increases the conversion likelihood for users in Microsoft Ads. Thanks to LinkedIn targeting , users from specific industries or companies, with certain job titles or functions, can be specifically targeted. This segmentation is only possible with Microsoft Ads, making the platform particularly appealing for B2B companies. It is important, though: Microsoft Ads should not be viewed as a replacement for Google Ads, but as a strategically sensible addition to specifically reach a B2B audience and expand reach outside the Google universe. Why Microsoft Advertising? Bing, and consequently Microsoft Advertising, is still often underestimated today but offers many advantages. While both platforms are quite similar, there are some key differences between Microsoft Ads and the major competitor Google Ads that make Microsoft's platform a true alternative or an effective complement. To summarize: Running ads on Bing is relatively simple Cost-effective and efficient with regular account maintenance Enhanced targeting capabilities , especially relevant for a B2B target audience Differences in target audience compared to Google: generally older, higher educated, and with a higher household income Exclusive access to other search engines , e.g., DuckDuckGo and Ecosia For anyone wanting to get a step ahead of the competition, seriously considering incorporating Microsoft Advertising into the marketing mix can unlock full potential in online marketing. We’re Happy to Assist You The internetwarriors team consists of experts in various online marketing disciplines, from SEA to SEO, from workshops for service companies to strategic consulting for eCommerce companies. Our decades of expertise as a full-service agency allow us a comprehensive view of different channels and measures, and an informed comparison, such as between Google Ads and Microsoft (Bing). Have you been thinking for a while about advertising through Microsoft Ads, or would you like some preliminary advice on the topic? Then feel free to contact us, and we’ll find the right solution for your business!

Create FAQs and improve the website’s SEO rankings

May 14, 2025

Julien

Moritz

Category:

SEO

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Embedding FAQs on a website offers many advantages. They can, for example, relieve customer service, increase conversion, or improve visibility in unpaid search results. This article explains in detail the options for creating a FAQ page, how they can be optimized for SEO, and their significance in the era of AI. What is meant by FAQ? FAQ is short for “frequently asked questions” and can be translated as “frequently asked questions.” Specifically, the most important information on a topic is collected and formatted as questions. These can be common problems or the most frequently asked questions. FAQs are widespread in the software domain or other technical topics but can be usefully applied to any subject area and industry. One of the goals of FAQs is to answer questions from potential buyers in a simple way and thus relieve customer service. If a purchase has already been made and problems arise, the FAQ section prevents the service department from dealing with the same easy-to-answer questions. A well-prepared FAQ section brings advantages both for users and companies. What do FAQs offer for SEO? First of all: Any type of relevant optimized content is positive for search engine optimization. With FAQs, you have the opportunity to cover compound keywords and phrases (long tail keywords) that, for example, are not answered in the product description. Your website will be found for questions that users ask on a topic, such as your products or services. At the same time, you increase your authority in your topic area in Google’s evaluation, as you offer a lot of relevant high-quality content. Higher authority means higher trust and thus a better chance of being found for competitive terms in unpaid search results. The increasing use of voice search and AI-based chatbots, now including AI Overviews in Google search results, has influenced how searches are conducted. Long-tail queries, meaning complete sentences or questions, have gained importance. FAQs are a response to these developments and can help remain visible even in the age of AI. FAQs as a Rich Snippet in Search Results You might recall that Google used to directly play questions from FAQs in search results as an addition (known as a “Rich Snippet”). In the fall of 2023, Google announced that these types of Rich Snippets will be significantly restricted and will only be displayed for “reliable government and health websites.” For SEO, FAQs are still valuable even if they no longer generate Rich Snippets. Do FAQs offer an advantage in times of artificial intelligence? AI tools and the AI Overviews introduced by Google in Germany in the first quarter of 2025 present new challenges for the SEO industry. Evaluations from the USA, where AI integration has been present in Google for longer, and initial observations from Germany show how AI Overviews reduce the click-through rate on organic results. To continue being prominently represented in the visible area of search results, the question is: How can websites be displayed as a source in AI Overviews to generate potential clicks here? The topic is complex, so we will only address the question here: Can visibility be improved in AI Overviews with FAQs? To have a chance to appear in Google's AI Overviews, many different factors are relevant. This includes, for example: Good content structure Helping Google understand the content, e.g., through structured data and content formatting (like bullet points) Covering a topic in depth Answering questions Focus on usability Demonstrating authority FAQs can help improve visibility and be listed as a source—but this is no guarantee for many clicks. It can also be a short-term strategy to mainly optimize for the (constantly declining number of) keywords and topics for which no AI Overviews are yet displayed in Google. FAQs and GEO - Optimization for AI-Based Chatbots AI-based chatbots like ChatGPT or Perplexity also depend on understanding and categorizing information on the website. The foundation for content optimization here, too, is understanding your target audience and their needs and providing content for it. The key is a range of different content types that answer different types of queries and intentions. FAQ content allows you to answer questions naturally that users enter into AI tools. The goal is to provide precise answers in natural language, similar to a conversation. Imagine, for example, that you are talking to a potential customer who is asking you questions about a product or service. A good structure of the answers through lists, bullet points, and subheadings (for long answers) and tagging with structured data helps tools understand the content. And fundamentally, the best strategy is still a combination of optimization for AI-based tools and classic search engine optimization. Do FAQs on the website improve visibility for Voice Search? In voice search, questions are more often entered than in text-based searches. Answering relevant questions in the FAQ section can therefore bring an advantage here as well. Besides many other factors such as a mobile-friendly website, it is also important for voice search optimization to phrase questions and answers naturally. It is not only about embedding relevant FAQs but also in which language these are written (everyday language). What are the options for embedding FAQs on a website? Depending on the goal of the FAQs, different solutions are available to embed them on the website. Below are the most important ones, along with their pros and cons. Dedicated FAQ Page The first option is to create a single long FAQ page that lists all the important questions collected. For better overview, an accordion element is often used in the layout, where users can expand and collapse the answers to individual questions. Advantages Easy to set up and maintain Simple questions that can be answered in one sentence are not a problem for SEO Disadvantages Rarely ranks for (competitive) terms as different topics are covered on one page, thus lacking focus Fewer opportunities for good internal linking between individual questions SEO-Compliant Setup Each question as a sub headline Use correct headline structure If technically possible, a table of contents at the top of the page with jump links to individual questions Where appropriate, linking relevant products or services from the FAQ texts Implementation of structured data (see below) FAQ Section on the Page An alternative with more SEO potential is a standalone FAQ section on the website instead of a single page. An overview page with all questions links to the subpages with the answers to the questions. If there are a large number of questions, they can be organized thematically for better overview. Using the example of E-bikes, the categories might be: General Questions, Brands, Models, Batteries, Maintenance, and Repair. Advantages Higher chance of being found for keywords Targeted optimization for keywords is possible as longer texts can be created and optimized for a greater number of keywords. Better usability as there is no need to navigate on a long page Disadvantages More maintenance effort as many individual pages are created Individual FAQs require more content to avoid generating “thin content.” SEO-Compliant Setup Overview page with teasers and links to FAQ detail pages with the individual questions Detail pages with correct headline structure (question as h1 headline) Detail pages must be standalone complete pages that contain navigation, footer, etc. (avoid solutions like iframes) Minimum amount of content (if there are still questions with very short answers, it might make sense to exclude them from indexing) Cross-linking between similar FAQs If using categories: Breadcrumb navigation for easy navigation back to the main category or FAQ overview page Links to relevant product pages or services Implementation of structured data (see below) FAQ Section on Service or Product Pages Product or service pages also benefit from a FAQ section. Especially if there are very specific questions about a particular product, these are well placed on the product page. They can help dispel reservations about a purchase or answer questions that would otherwise occupy customer service. At worst, users drop out if they do not find an answer to their question and purchase the product from the competition. Meaningful and relevant FAQs can thus increase the conversion rate. Advantages Enriches the content on these pages with meaningful and relevant phrases and terms Questions may appear in the search results under “Other Questions” and draw traffic to the product or service page from there. Disadvantages For high-competition keyword combinations that individual FAQs are optimized for, there is a significantly lower chance of ranking than if they are created as standalone pages. SEO-Compliant Setup FAQ section with headline Individual questions as headlines (observe correct headline structure) Ideally use unique FAQs - do not include the same question and answer 1:1 on multiple pages Implementation of structured data (see below) FAQs as Blog Posts If the CMS does not allow a standalone FAQ area, one solution is to embed FAQs in the form of blog posts. Each blog post answers a question for which keywords with sufficient search volume have been defined. Alternatively, FAQs can also complement blog posts on a topic by answering the most important questions as part of the blog post. Especially for information-based keywords (the main intent of searchers is to get information), this can be a sensible solution. Advantages Easy to maintain Good chance of being found Disadvantages Individual FAQs require a minimum amount of content May become lost on the website (poorer usability) SEO-Compliant Setup Correct headline structure Minimum amount of content Cross-linking between similar FAQs/blog posts Links to relevant product pages or services To feature the FAQ more prominently on the website, FAQ could be established as a blog category and this category page could be linked to. Implementation of structured data (see below) The SEO-friendly Embedding of FAQ Sections To create FAQs that are optimized for both users and search engines, layout and technical embedding are also important. A widespread method is accordions, where only the question is visible and the answers can be expanded. These sections do not take up much space and are clear to page visitors. But how does Google rate content that is not directly visible but must be expanded? Are Accordion Elements for FAQs SEO-Friendly? The first question is, how was the accordion technically implemented? Are the collapsed contents visible in the source code, or are they loaded only after clicking? From an SEO perspective, it is important that all relevant content is available in the source code and does not require action. For example, a collapse function using CSS is more effective than a JavaScript action that triggers the display of the content. And how about the contents themselves? Traditionally, Google rates content higher when it is directly visible. However, due to the focus on mobile, this evaluation has slightly shifted. “Hidden” because collapsed content is a legitimate solution for maintaining clarity on mobile sites for usability reasons. Google itself has been saying for years that all information in the HTML is read and considered, even if it is “hidden” in accordions or tabs. Various studies (for example by Searchpilot in 2020) suggest that directly visible content performs better than “hidden” content. Therefore important content should preferably always be visible without additional clicks. For FAQ sections on pages, however, accordions remain an important way to keep content organized. Alternatives to Accordion for FAQs Accordions are not the only way to integrate FAQs without users having to scroll through long text blocks. Tabs are another option, but there remains the factor that “hidden content” may rank worse. An alternative is to integrate the FAQs as plain text but add a table of contents with jump links so that visitors can quickly find the question they are looking for. Optimize FAQs for Search Engines - 3 More Tips Above we have already provided hints for an SEO-compliant structure of the various types of FAQ pages and the technical integration. We would like to give you three additional tips to get the most out of your FAQs. Identify Relevant Questions If you have set up your FAQ section so that each question is a separate page, we recommend using a keyword analysis to research sub-topics or questions of interest. If you have already collected questions that you know from practice are relevant because, for example, customer service frequently receives them, keyword analysis helps describe these questions using the words your target audience uses. The goal is to identify terms or phrases that are frequently searched. You can use these sources for keyword analysis and identifying questions: Paid keyword tools Free keyword tools (for example, answerthepublic) Google search results: Google Suggest (suggestions from Google when entering terms into the search), questions in Google Search, related terms under the search results Google Trends SEO tools that display competitors' keywords Your own analysis tools, especially Google Search Console, which shows you which topics and questions you already have some visibility for. Internal site search Social media comments and platforms like Reddit Screenshot from the SERPs - Example E-Bikes Using “E-Bikes” as an example, this incomplete list of general topics and questions can be identified: Which E-Bike is recommended? (Question in Google search results) How much watt should a good E-Bike motor have? (Question in Google search results) How much does a good E-Bike cost? (Question in Google search results) Which E-Bike suits me? (Keyword tool in SEMrush) How long does an E-Bike battery last? (Keyword tool in SEMrush) Who repairs E-Bikes? (answerthepublic) How to charge E-Bike battery? (answerthepublic) Use FAQ Markups If your CMS allows it, it is advisable to embed structured data to help Google interpret and categorize content. In the case of FAQs, the FAQPage markup ensures that Google recognizes what is a question and what is an answer and can classify this content as an FAQ. Detailed explanations can be found at Google as well as on schema.org’s page for the FAQPage and the QAPage . Structured data can be checked in Google's tool “Rich Results Test” The tool shows which markups have been integrated and identifies any errors. Using the example of testberichte.de, we see in the Google tool that the FAQ markup is used: Important: According to Google's statement , the same question and answer must not be marked up multiple times. For SEO reasons, it is optimal to create unique FAQs if, for example, you embed FAQs on product pages. If you still want to embed identical FAQs on different pages, these should only be marked up on one of these pages according to Google, as otherwise it would violate their guidelines. Optimize Internal Linking One of the biggest advantages of a FAQ section on the website is, besides generating relevant content, the possibility of improving internal linking . Linking related pages within your website or online shop strengthens the linked page and also helps users discover new content and stay on your website longer. Consider for each question whether there are relevant products, services, blog posts, other FAQs, or other pages you can link from the text. For good internal linking, use descriptive link text instead of general text like “read more here.” To identify suitable links, it is also useful to ask the question after creating the FAQ text: what is the most logical next step for users who are asking this question and have read this content? Is it a product page? Are there usually more questions? Is the answer to the question to use your service? Alternatives and Complements to FAQs FAQ sections and pages are not the only way to effectively expand regular content. A well-thought-out SEO strategy considers all types of content to increase visibility for keyword combinations and related keywords. A powerful strategy is glossaries that explain technical terms. An application could be to compare different materials, cuts, or designs for a product and thus provide additional decision-making help for customers. Idealo, for instance, integrates a glossary section on category pages instead of a FAQ section, where relevant terms for the category are explained. Best Practice - Examples of Successful FAQ Pages There are many examples of well-thought-out FAQ pages on the internet that have been sensibly structured and answer meaningful questions about the respective topic. Every industry, every target group, and every company is individual, but it can still be helpful to look at best practice examples for inspiration. Therefore, we have put together some FAQ sections and FAQ pages that we find successful: Samsung Technical devices are a good example of products for which many questions are asked before a purchase decision. Especially the expensive, annually released models from large companies such as Samsung and Apple with their technical details offer a lot of potential for explanations and help in product choice. Samsung answers the most important questions on the product presentation page in the FAQ section. On the product page in the shop, purchase-related questions are mainly answered. Here you will find a mix of generic questions and specific questions and answers. In the first answer, you can see how the general question was answered in relation to the product. Booking.com A FAQ section does not necessarily have to be named “FAQ.” Booking.com calls it “Quick Help” and organizes the questions by their topic. Jump links have been added at the top of the page, allowing you to jump directly to the desired category without having to scroll for long. Avocadostore The Avocadostore also organizes the FAQ section by topic and directly suggests questions on the FAQ overview that are likely to be frequently asked. This saves users with these questions a click without losing clarity through categorization. Zalando Zalando also uses categories that are always accessible via navigation, so users can easily jump between FAQ sections. Content Optimization from FAQ to Blog with the internetwarriors Do you want to improve your organic visibility with optimized content? Our experienced SEO team knows all the tricks and tools to be better found on Google. We analyze your content , support you with optimization, or deliver relevant optimized content for your website or online shop. This can be FAQ texts, but, for example, also product descriptions or blog posts. Just contact us, we will gladly create a non-binding individual offer for you!

Why the 95:5 Rule is Revolutionizing B2B Marketing

Apr 17, 2025

Axel

Vortex

Category:

Growth Marketing

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In today's B2B marketing, there is often tremendous pressure: Every lead counts, and every conversion must happen as quickly as possible. Marketing teams are gauged by short-term KPIs, and your focus is nearly exclusively on capturing the few potential clients ready to make a purchase right now. But what if this approach is fundamentally flawed and ignores the greatest growth potential? This is where the provocative yet evidence-based work of Professor John Dawes from the renowned Ehrenberg-Bass Institute for Marketing Science comes into play. His research challenges conventional wisdom and introduces the 95:5 rule: A simple yet transformative idea suggesting that at any given time, only about 5% of your potential B2B clients are actively seeking a solution in the market. The overwhelming 95% are part of your target audience but are not (yet) ready to buy. A marketing strategy focusing solely on the "hot" 5% risks overlooking the vast growth opportunities present in this larger, currently "passive" segment. You’re competing in a crowded pond for few fish, while an ocean of potential future customers is largely ignored. In this article, we dive deep into the 95:5 rule. We explore the problem of "now" obsession in B2B marketing, explain the scientific foundation of the rule, and most importantly, show you concrete, actionable strategies on how to adjust your marketing to not only serve the 5% but also win over the critical 95% for future success. The Problem: The Dangerous Fixation on the "Immediate" 5% Marketing and sales teams are under constant pressure to generate leads that quickly turn into revenue. This environment fosters an excessive reliance on bottom-funnel tactics: Performance Marketing: Paid search, retargeting. Sales Activities: Aggressive cold calling, direct approach via LinkedIn Sales Navigator. Content: Focus on product comparisons, case studies, demo requests. All these efforts target the small group of the 5% actively seeking a solution. This fixation on the "now" carries significant drawbacks: Intense Competition: Every one of your competitors is vying for the same 5%. This drives up costs for keywords, ad space, and ultimately customer acquisition costs (CAC). Lack of Differentiation: Amid the hustle of bottom-funnel offers, it becomes increasingly difficult to stand out from the competition. Messages often sound very similar ("We boost your revenue," "Our software solves problem X"). Missed Potential: The 95% not buying right now are overlooked. When these potential clients are ready to purchase in 6, 12, or 18 months, they may never have heard of your brand or formed no positive association with it. Weak Negotiation Position: If a buyer meets your brand only when deeply into the buying process and actively comparing options, your chances of winning the deal are statistically low. Brands that are familiar and trusted beforehand have a massive advantage. Solely concentrating on the 5% is a reactive approach, which incurs high costs and leaves long-term growth potential untapped. The Paradigm Shift: Understanding the 95:5 Rule The 95:5 rule is not an arbitrary number but based on extensive research by the Ehrenberg-Bass Institute, known for its evidence-based marketing principles (including Byron Sharp’s bestseller "How Brands Grow"). The core message is simple but profound: 5% are "In-Market": This group has a recognized need, is actively researching, and is ready to make a purchasing decision in the near future. 95% are "Out-of-Market": This group belongs to your potential target audience (e.g., companies of the right size and industry) but currently has no need, urgency, or awareness of a potential problem. They are, however, your future buyers. The key insight is: The 95% are not a lost group but your most important asset for future growth . If you manage to be present with this vast majority before they even think about a purchase, you have an unbeatable advantage when the need finally arises. The Solution: Building Bridges to the 95% – Marketing for the Future So how do you reach the 95% who are not actively listening right now? The answer lies in building Mental Availability . This concept, central to the Ehrenberg-Bass Institute's work, describes the likelihood that a buyer thinks of your brand in a relevant buying situation. Imagine the CTO of a manufacturing company (part of your 95%) reading a technical article about production optimization. If your ERP systems brand comes to mind positively because he recently saw an interesting ad or a relevant post from you, you’ve created mental availability. Months later, when he is actually evaluating a new ERP system (and becomes part of the 5%), your brand is already positively anchored in memory. How Do You Build Mental Availability? Broad Reach: You need to reach as many potential buyers within your category as possible, including the 95%. It’s about generating a large number of market contacts over time. Consistency: Brand building is a marathon, not a sprint. Regular presence over long periods is crucial. Distinctive Brand Assets (DBAs): These are the sensory and semantic cues that help buyers easily recognize and remember your brand without having to read the brand name. These include: Logo Color scheme (e.g., Telekom Magenta, IBM Blue) Slogan or tagline Jingles or sounds (e.g., Intel Inside) Characters or mascots Unique visual style in ads and content These DBAs must be used consistently to build strong memory structures. Linking with Category Entry Points (CEPs): CEPs are the various situations, needs, or problems that prompt a buyer to think about a specific product or service category. Examples in B2B: "We need to reduce our production costs." (--> ERP system, automation solution) "Our current software is outdated and no longer secure." (--> New software solution) "How can we make our sales processes more efficient?" (--> CRM system, sales automation tool) Effective marketing links the brand’s DBAs with relevant CEPs in the target audience’s mind. The 95:5 Rule in Practice: 4+1 Strategies for Your B2B Marketing Based on the insights of John Dawes and the Ehrenberg-Bass Institute, specific recommendations arise: 1. Rethink Success Measurement: Look Beyond Immediate Sales The greatest mistake is measuring the success of marketing activities—especially those targeting the 95%—solely by short-term sales or leads. If 95% of your audience cannot buy immediately, 95% of your efforts will inevitably have a delayed impact. What You Can Do: Measure Brand Health Metrics: Track long-term indicators like unaided brand awareness (when asked "Which providers for X do you know of?", is your brand mentioned?), aided awareness, brand image, and recognition of your DBAs. Measure Reach: What percentage of your total addressable market (TAM) do you reach with your marketing activities over time? Is this percentage growing? Measure CEP Associations: (Advanced) Understand with which buying situations your brand is associated and if you occupy the most relevant CEPs. Accept Longer Periods: Building a brand takes time. Do not expect immediate miracles but track trends over quarters and years. 2. Prioritize Reach: Speak with More Potential Clients Many B2B marketers believe in the power of high frequency—the assumption being that complex buying decisions require many touchpoints. However, Ehrenberg-Bass research shows this is often inefficient. What You Can Do: Focus on "Unique Reach": Invest your budget so you reach as many different potential buyers in your category as possible, rather than targeting a few repeatedly. The first exposure to advertising often has the most impact on memory. Further repetitions have diminishing returns. Utilize Broad Channels (sensibly): In addition to targeted performance channels, broader reach channels can also be sensible in the B2B context, such as trade media, industry newsletters, relevant podcasts, LinkedIn brand awareness ads, YouTube, or even industry-specific events. Be Patient: It takes time to achieve broad market penetration. 3. Focus on New Clients: The True Growth Engine A widespread misconception is that growth can mainly be achieved through more sales to existing clients (upselling, cross-selling). However, the data clearly show: The greatest growth potential almost always lies in acquiring new clients (penetration). What You Can Do: Primarily Align Your Marketing with Acquisition: Indeed, customer retention is important, but most of the marketing budget and strategic efforts should aim at acquiring new buyers for the brand—reaching out to the 95%. Understand the Limits of Loyalty: Existing clients often have a natural cap on what they can or are willing to buy from you. Excessive efforts to yield more from them often result in low returns. 4. Build and Defend Distinctive Brand Assets In a sea of often generic B2B messages, strong, recognizable brand elements are invaluable. What You Can Do: Identify and Define Your DBAs: What makes your brand unique and recognizable? Is it your logo, colors, slogan, a specific visual style? Use Your DBAs Consistently: Deploy these elements across all marketing channels and touchpoints—from the website to ads to sales presentations. Resist the Urge for Frequent Rebranding: New marketing leaders often want to leave their mark by redesigning everything. This can be disastrous as it destroys memory structures built over years. Instead, strengthen and nurture your existing assets. Changes should be evolutionary, not revolutionary. +1. Adapt Creativity and Messaging for the 95% How Do You Talk to People Who Have No Immediate Buying Need? Be Interesting, Not Just Sales-Driven: Provide valuable content, insights, or entertainment relevant to the industry, even if it does not directly prompt a purchase. Focus on Branding: Use creative approaches to create positive associations and embed the brand in memory. Tell stories, show expertise, build trust. Link Yourself with CEPs: Communicate in which situations your solution is relevant to set the right triggers in the target audience's mind. Less Hard-Sell, More "Always-On": It’s about continuous presence and being perceived as a helpful and competent resource. Balance Is Key: Not an Either-Or The 95:5 rule does not mean neglecting performance marketing or serving the active 5%. Quite the opposite: An optimal approach combines both: Long-Term Brand Building (for the 95%): Investments in reach, DBAs, CEP linkage, and creative brand communication. Short-Term Activation (for the 5%): Efficient performance marketing activities, sales enablement, and conversion optimization to capture demand as it arises. The art is to find the right balance and synergy between these two approaches instead of focusing on just one. Conclusion: Think Long-Term, Act Strategically The 95:5 rule by John Dawes and the Ehrenberg-Bass Institute is more than just an interesting statistic; it is a fundamental wake-up call for B2B marketing. It challenges us to rethink our obsession with immediate results and embrace a longer-term, more strategic perspective. By consciously starting to advertise for the 95%—through building mental availability, prioritizing reach, focusing on acquiring new clients, and consistently using distinctive brand elements—you lay the foundation for sustainable growth. You reduce the reliance on expensive bottom-funnel battles and increase the likelihood that your brand will be the first choice when your future clients are finally ready to buy. It’s time to end the chase for the 5% and start cultivating the ocean of the 95%. Your future self (and your sales team) will thank you for it. Sources and Inspiration This article is significantly inspired by the work and publications of Professor John Dawes from the Ehrenberg-Bass Institute for Marketing Science. His research on the 95:5 rule and the principles derived for effective marketing, especially in the B2B context, presents a valuable, evidence-based challenge to traditional marketing approaches. We encourage all marketing professionals wanting to dive deeper into this matter to engage with the publications and discussions by Professor Dawes and the Ehrenberg-Bass Institute to gain a more comprehensive understanding of long-term successful brand management.

Reddit SEO: Between Myth and Reality

Mar 27, 2025

Ina

Bondarev

Category:

SEO

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Where else can you find heated debates about nuclear physics alongside cat pictures and the best baking recipes? Only on Reddit. With over 1.5 billion users, Reddit is one of the largest and most influential online communities in the world. Reddit - A gold mine of marketing potential or a minefield for companies? The platform offers enormous potential but also presents risks. Is Reddit SEO even feasible? And how can companies win over the Reddit community without breaking the rules? In this article, we will take you on an expedition through the Reddit universe and show you how to generate more traffic, enhance your brand awareness, and gain valuable leads. Discover the secrets of Reddit marketing! Reddit: Where Diverse Communities Come Together Reddit is a unique entity. Those who don't speak its language quickly get lost in the jungle of Subreddits. Understand the nuances of this platform before you start your Reddit online marketing. What is Reddit?  Reddit is a social media platform where you can share, discuss, and rate content. What sets it apart: Reddit is divided into countless Subreddits – thematic communities where users exchange specific interests. From cat pictures to programming tips and political debates, you can find it all. You can create posts with videos, images, and texts, and interact with other users. Especially valuable for businesses: the intense exchange within these communities. Here, you can identify and better understand your target audience. How Does Reddit Work? Reddit has clear rules you need to follow if you want to use the platform for your marketing. The most important rules for your marketing are: Authenticity over advertising – forget about blatant promotional messages! Reddit is about authentic exchange and valuable contributions. Advertising is (mostly) taboo: Reddit supports advertising only to a very limited extent. Direct product advertising is not allowed in most Subreddits. Inform yourself about the exceptions and possibilities, such as paid ads.   Here you can find the complete Reddit rules. Take the time to read them thoroughly before starting your marketing! Deep Dive into Subreddits Reddit is more than just a platform – it’s a universe of thousands of communities with their own rules and cultures. The heart of Reddit is the Subreddits – thematic communities where users exchange interests. Each Subreddit has its own rules – and you should definitely know them before interacting with the community. Humor is welcome in some Subreddits, strictly forbidden in others. Some communities value detailed contributions, while others prefer short and concise comments. Take the time to read the rules of the Subreddits you want to be active in. This will help you avoid unpleasant surprises and ensure your contributions are well-received: Fig. 1: Screenshot Reddit community rules - https://www.reddit.com/r/marketing/   Choose the right Subreddits for your topic! Reddit offers a huge selection of communities – from /r/technology/ for tech news to /r/entrepreneur/ for entrepreneurs. If you're developing software for musicians, /r/wearethemusicmakers/ is the right place to connect with potential customers. Research the relevant Subreddits and analyze the discussions there. This way, you can find out where your target audience is active and what topics interest them: Fig. 2: Screenshot - Overview of top communities ( https://www.reddit.com/best/communities/1/ ) If in doubt: Ask the mods! If you're unsure whether your post complies with a Subreddit’s rules, contact the moderators. They are happy to help. Upvotes and Downvotes are the heart of Reddit culture. They show how the community rates your posts. Constructive contributions and helpful comments are rewarded with Upvotes, spam and inappropriate behavior are penalized with Downvotes. Reddit is more than a platform for discussion and knowledge exchange. It’s a place where ideas are born, trends are set, and opinions are formed. Use the dynamics of this community to reach your target audience and advance your business. Reddit: Secret Tip for Your Online Marketing or Time Waster?  Strategies Reddit can be leveraged with a bit of background knowledge about the platform. The platform polarizes – and precisely for that reason, it holds enormous potential. But how can you use Reddit for your online marketing strategy? We show you how to harness the power of Subreddits! The Secrets of Reddit Rankings Forget keyword density and CTR optimization! On Reddit, engagement and community count. These factors influence your Reddit ranking: Upvotes and Downvotes: The more Upvotes your post receives, the higher it will rank in the Subreddit. A post with many Upvotes and lively discussion will rank higher than a post with only a few Upvotes, even if it is perfectly optimized for keywords. Engagement: Reddit loves active discussions and comments. It shows that your post is relevant and interesting to the community. Encourage interaction by asking questions, responding to comments, and participating in the conversation. Recency: Reddit prefers fresh content. Older posts lose visibility over time. To keep your content ranked high, post regularly and keep your content updated. Understanding how Reddit rankings work enables you to create content that engages your target audience and drives traffic to your website. Remember, it’s not just about getting Upvotes, but also about creating valuable content that sparks conversations and builds relationships with your audience: Fig. 3: Screenshot - Overview ChatGPT community, “hot” posts - https://www.reddit.com/r/ChatGPT/   Reddit Online Marketing: An Explosive Mix for Your Business! Downvotes, Karma, Subreddits – Reddit is a world of its own. But that's precisely what makes the platform so valuable for your online marketing! It's all about authentic exchange and valuable contributions. Reddit is not a place for blatant advertising - SEO is redefined here. Those who understand this can leverage the platform: Build expertise: Become a thought leader in your community In certain Subreddits, you can position yourself as an expert by actively engaging in discussions and sharing high-quality content. Over time, you’ll be seen as a trusted voice in your niche. This pays off: Google rewards expertise with better rankings (E-E-A-T factors). Understand your target audience: Get to know your customers on Reddit Reddit is a goldmine for businesses that want to truly understand their target audience. Here, you can gain valuable insights and optimize your products/services without expensive market research. Find out what moves your customers and what topics they are interested in. Spot Trends: Stay a step ahead of the competition Reddit is known for its timeliness. Here you find the latest trends in your industry. Use this knowledge to adapt your marketing strategy and stay ahead of the competition. Google Bonus: Use Reddit SEO for your search engine optimization Google is the only search engine that indexes Reddit results. This means: If your posts are current and have many Upvotes, they can appear in the SERPs and bring valuable traffic: Fig. 4: Screenshot Google search results - “Cats community”, Reddit The secret weapon for your recruiting Forget impersonal job portals! On Reddit, you'll meet engaged talents who are genuinely interested in your company. In theme-specific Subreddits (e.g., job search), you can post job ads and connect directly with potential candidates. The reach may be smaller than on other platforms, but you’ll meet highly motivated candidates who perfectly fit your corporate culture. Note: Posting job offers is only allowed if explicitly permitted in the community rules. Are you looking for talented employees who share your passion? Then get active on Reddit! Marketing: Who Is Reddit SEO Suitable For? Reddit not only offers opportunities for recruiting but is also a valuable platform for online marketing and SEO. Startups can win their first customers on Reddit and collect valuable feedback. Large companies can use the platform to increase their brand awareness and communicate with their target audience. Your Advantages of Reddit SEO Marketing at a Glance: Build expertise: Position yourself as an expert in your industry. Understand your target audience: Get to know your customers and optimize your products/services. Spot trends: Stay a step ahead of the competition. Google Bonus: Achieve better ranking in Google search with your Reddit posts. Share your expert knowledge through theme-related case studies! Show potential customers how you can help them solve their problems.  Another advantage: By being active on Reddit, you increase your visibility. However, always exercise caution: no advertising or community-disallowed actions to avoid receiving downvotes/violating rules. Reddit SEO Tools Now that we have found out that Reddit SEO is feasible, albeit with a completely different form and perspective compared to traditional SEO, it’s important to consider which specific Reddit SEO tools exist and which ones are right. Keyword Research: Indeed, you can research keywords for Reddit as well. Here, as mentioned, it's important to focus on the topic (Subreddit), relevance, and natural implementation. With the right keywords, your Reddit post can appear on Google. You can proceed traditionally and use tools like SEMRush . To understand what the most relevant keywords are, you should analyze your Subreddit and precisely filter out what can be used. The informational content is crucial, as Reddit is not an advertising platform. For research and inspiration, the tool AnswerThePublic is perfect. Here you can excellently analyze questions and derive keywords from them. You can also use Google search. You should enter the search word combination site:reddit.com (e.g., cats site:reddit.com) in the search bar and then, e.g., analyze the top threads as keywords using Google’s Keyword Planner. This gives an overview of what Reddit offers for the search query: Fig. 5: Google query - cats site:reddit.com Additionally, you can access specific keyword tools for Reddit: The tool Keyworddit offers the possibility to analyze Subreddits directly and obtain ideas comprehensively. However, it is only available for the US-American realm, meaning US-Reddits. It might also happen that the tool doesn't extract keywords from the Subreddit because it doesn’t find any. However, the listed topics can be seamlessly used further in search. Anvaka.github is another free tool that not only enables analysis and overview of posts once the Subreddit name is entered but also shows related Subreddits. This provides an easy, comprehensive overview of related topics. More general topics can be specifically used for further research. However, it might also occur that no thematically related Subreddits are found. In summary, when choosing a Reddit SEO tool, you have relative freedom. Even if a direct Subreddit SEO analysis cannot be conducted (e.g., because no data is available), you can still identify the keywords that are relevant and have sufficient search volume for the topic. The focus should be on informational content, long-tail keywords, thematic alignment, non-branded keywords, and W-question keywords. Therefore, it’s worth focusing on keyword tools.  If you are interested in the topic of keyword research, check out our blog post with insider knowledge ! Behind the Scenes of Reddit SEO: Benefits & Challenges It's always valuable to know what opportunities you have when undertaking certain steps. Even more interesting is the question of the risks: Are they worth it? For this reason, we have critically examined Reddit SEO to succinctly point out the pros and cons:  Benefits Reddit can be an effective SEO tool when used correctly. By actively participating in thematically appropriate Subreddits, you can not only generate valuable traffic but also establish authority in your niche. With a clever strategy, you can discover and leverage the following advantages of Reddit SEO: 1. Backlinks: Among the advantages of Reddit SEO optimization, backlinks certainly count. Despite the nofollow links, it generates significant referral traffic. 2. Authority and Expertise: By actively engaging in communities, answering questions, and crafting content, you can position yourself as an expert and thus indirectly influence the E-E-A-T factors. 3. Google Rankings: It should not be forgotten that Google can rank Reddit posts relatively high (conditional relevance). 4. Trends: There is the possibility of going viral with the post and keeping an eye on trends. Challenges However, SEO on Reddit is anything but intuitive. The benefits face challenges and there are additional hurdles you may encounter: 1. Backlinks: This is also a disadvantage because Reddit undermines self-promotion and "blatant" link placement (always consider community & mentioned Reddit rules). 2. Guidelines: Strict rules and moderators in the respective Subreddits should never be overlooked or neglected. 3. Downvotes: You can also be downvoted. 4. Time: It’s quite time-consuming to achieve sustainable SEO successes. 5. Subtle Difference: You must carefully distinguish between measures for a company on Reddit, a person on Reddit, and a person from a company, because not everything fits or can be implemented (in traditional form or known from other platforms/websites). 6. Traditional SEO doesn't work in the Reddit community. Your Small SEO Guide for Reddit Now that Reddit and its peculiarities are clear, we can derive some results and thus give you a small SEO guide for Reddit: 1. If you decide on an account on Reddit , choose the right niches or communities so you not only share a wavelength with other participants but also remain specific and precise in your comments, posts, and discussions. Golden Rule: When sharing and writing content, remember to stay factual and informative, as Reddit users particularly appreciate added value. 2. Optional: If you manage to become an active participant in the community, you can try to set a natural link (not a blatant link) to your company. However, ensure it’s not an advertisement, but an added value (e.g., case study, sharing knowledge, etc.). Subreddits like AMA (Ask Me Anything) or a thematically relevant community can be well-suited for this. Always bear in mind that such measures can involve certain risks. Thus, it is recommended as an optional measure.  3. Think outside the box : This could really be the restart for your SEO strategy. With Reddit, you can conduct relatively good target audience analyses, especially among very specific target groups (thanks to Subreddits). Moreover, you can also clear up specific questions since experts frequent Reddit. By actively and usefully participating, you can also become an expert or a thought leader. Ideas for topics for keyword searches can also be found in some Subreddits, as many relevant and interesting topics are discussed daily. At a Glance: The question "Can I do Reddit SEO for my product/service?" can probably be answered more with " no ", because you don’t really have the means to do so, and if you do, then only indirectly (especially connected with time effort). Direct Reddit online marketing is thus not possible. More important, however, is how you integrate and use Reddit in your SEO strategy. Our conclusion is: no classical SEO measures on Reddit but use Reddit for SEO measures. Get to know your own target audience better, never miss important trends again, and don’t forget that in principle, you can also monitor opinions on your brand or product in specific Subreddits! Harness the potential of Reddit and improve your website's performance!  With Reddit SEO, It Doesn’t End! Are you curious about what else our warriors team knows and can do, or are you perhaps seeking targeted support in the area of SEO , Paid , Strategy , or Web Analysis ? Feel free to check out our services and get a non-binding and free initial consultation from our experts!

Website Optimization - Effectively Boost Conversions

Mar 21, 2025

Alexander

Frank

Category:

Search Engine Advertising

Various devices with different optimization possibilities

Welcome to the fifth and final post of our blog series “5 Tips on How to Keep Your Online Marketing Strategy Relevant in Times of Automation” . In this part, we focus on Website Optimization . We discuss why it's important to keep an eye on the competition, the ways to identify them, and how we can leverage insights to gain advantages. If you missed the previous parts of the series, feel free to check them out. We talk about why it's important to define the right business goals , the benefits of broadening your online marketing channels , why contextual advertising is often underestimated, and how a competitor analysis can provide a competitive edge. Optimizing Your Content Arguably the most important aspect of optimization is undoubtedly one's own website. No matter how much effort we put into optimization measures before the click - if the foundation, the website, is not right, we cannot be successful in the long run. Therefore, it's essential to make the user experience on our website as smooth, enjoyable, and intuitive as possible. It starts with user-friendly navigation that guides users clearly and directly through the pages to their intended goal. An optimized checkout process, guest checkouts , as well as up-to-date and secure payment methods , also help to reduce cart abandonment hurdles. To ensure everyone finds what they need quickly on our site, it might also be worthwhile to implement an intelligent site search that provides suggestions during the actual search and, in some cases, shows product recommendations directly. We'll see what such an intelligent search looks like in the following example from Nike. But even on specific landing pages, where we either advertise strategically or want to push in other ways, there are additional content optimization measures: Clear and compelling offer Effective call-to-actions Adequate information for informed (purchase) decisions Trust-building elements Fast load times + Mobile optimization A/B testing! The Impact of FAQs Today, we have less and less time to convince people of our offer. Therefore, it's all the more important to answer as many questions as possible already on the landing page. FAQs, for example, in an “accordion element,” help provide as much information as possible that users can expand when needed without being overwhelmed by walls of text. At this point, the importance of A/B testing for landing page optimization should be highlighted . They serve as one of the key elements for improving performance and should always be an integral part of optimization measures. All major companies have likely subjected their landing pages to hundreds or thousands of tests, and for good reason. Quick tip : External tools like Hotjar or Microsoft Clarity help enormously in better understanding user behavior on the site and making data-driven optimizations. The content available on landing pages should also depend on the target audience the page is intended for. Providing Solutions & Contact Options When generating leads, we should ensure we provide adequate contact opportunities . A persistent contact field can be helpful here, allowing users to establish contact when they're ready without having to search. This is particularly relevant for pages with a large amount of text content. Here, we also bridge to target group definition from Tip #2. On our landing page, we now have the opportunity to understand the pain points of our target group and present solution approaches . An effective means can also be showing opportunity costs if a collaboration is foregone. It quickly becomes clear how the service could impact one's own company and how much working hours and/or money can be saved. By sharing expert knowledge, such as case studies, white papers, or webinars , we not only inform and qualify our target group in advance but also create a higher level of trust. This is especially important in B2B, as the costs for offered services can easily reach six to seven figures in euros, and decisions are often made at the highest business levels. Those who score with their expertise in advance significantly increase their chances of being commissioned. On product pages, alongside many of the previously mentioned points, the following content optimization options can also be added: High-quality product images Detailed product descriptions Encouraging/displaying customer reviews Product recommendations/similar products/“Often bought together” Product videos Price and market analyses Clear, customer-friendly return policies Focusing on Customer Satisfaction We should make it as easy as possible for users to decide whether the product is relevant or not. Above all, high-quality content on the product page helps. The impact of customer reviews should also never be underestimated, especially for high-priced products. Nowadays, many people compare products in advance, and one of the crucial criteria is often a good product rating. Not only do we benefit to some extent from user-generated content, but we also have the opportunity to see what customers appreciate about our product and, importantly, where we can still improve. Those who actively reach out to their customers, take suggestions for improvement, and then implement them, increase long-term customer satisfaction and thus also customer loyalty . Speaking of customer satisfaction: A good customer support is, of course, essential for long-term success. If we receive an inquiry from a dissatisfied customer, we have the chance to turn the negative experience into a positive one. This not only leads to a better customer experience but often also reflects in customer reviews, which can directly impact the purchase decision and give the brand a more positive image. Through email marketing or newsletters , we effectively reach existing customers and prospects, announcing new products or promotional offers. Often, such offers are exclusively available to newsletter subscribers, which can positively impact the signup rate. This way, we gather more customer data without significant monetary additional costs while simultaneously providing attractive offers. With loyalty programs , customers can be retained long-term by the company, increasing the number of repeat buyers. These programs range from points for purchases to referring other people to cashback promotions or subscriptions with additional benefits or discounts. There are therefore manifold website optimization possibilities that can help improve the user experience, increase CLTV, and thus also have a direct impact on various marketing channels. As mentioned earlier, website optimization is undoubtedly one of the most effective measures to improve performance since it is the place where most users ultimately convert one way or another. Conclusion In conclusion, we return to the initial question: Will online marketing become obsolete due to developments in AI and automation ? Here we can reply with a resounding NO . Those who rely solely on automation and AI for their marketing strategy will lose in the long run. While all the new AI features are indeed helpful and can enrich online marketing, they are not the ultimate solution. The heavy reliance on data, on which AI is based, enables the processing of countless pieces of information, but it is also its greatest weakness. Many data points are often inaccessible, and important connections are thus lost. Apart from advertising platforms, there are many other optimization possibilities that should be utilized to get the most out of one's strategy. Ultimately, only the proportion of work shifts from operational to strategic . And for that, at the end of the day, you still need a human with experience. Thank you for your attention! We hope you enjoyed our blog series on “5 Tips on How to Keep Your Online Marketing Strategy Relevant in Times of Automation” and that you can not only justify your marketing job better to your boss but also take away a trick or two. If you haven't seen our other blog entries yet, feel free to check them out! Automation in Marketing - Part 1 | Optimize for Goals Automation in Marketing - Part 2 | Channel Diversification Automation in Marketing - Part 3 | Contextual Advertising Automation in Marketing - Part 4 | Competitor Analysis Automation in Marketing - Part 5 | Website Optimization for More Conversions Did we forget something important, or do you have further questions on any of the topics? Then feel free to write it in the comments!

Competitive Analysis: Understanding Competitors, Optimizing Strategies & Strengthening Market Position

Mar 18, 2025

Alexander

Frank

Category:

Search Engine Advertising

The post banner with title, background image, and icon | Competitive Analysis by Alexander Frank

Welcome back to our blog series “5 Tips on How to Keep Your Online Marketing Strategy Relevant Even in Times of Automation”! In this part, we focus on a often underestimated yet essential topic: Competitive Analysis. Why is it so important to keep a close watch on the competition? What tools and methods can help identify relevant competitors? And above all: How can strategic advantages be derived from these insights? This is exactly what we will explore in this post. If you missed the previous parts of our series, feel free to take a look - there we discuss, among other things, why clear business goals are essential, how to optimally position your online marketing channels , and why Contextual Advertising is often underestimated. Competitive Analysis - What is the competition doing? Competition is well-known for driving business. While this is often a blessing for end consumers, it has already broken many companies as their product suddenly became irrelevant, and thus their customers stayed away. Therefore, it is essential to never lose sight of your own competition and to regularly look out for new, emerging companies. A so-called competitive analysis is recommended for this purpose. First of all, it is necessary to identify your competitors . There are numerous ways to do this. Anyone already using Google Ads can easily access the auction insights within the campaigns and see which companies are actively participating in the auctions and how aggressively they are doing so. The metrics “ Top of page rate ” and “ Absolute top of page rate ” help us here by indicating how often we appear in the auctions either in the first three results, or even at the very top. By looking a bit more closely, we can even determine if we might be overbidding and artificially driving prices up. Other ways to understand the competitor's approach If you're interested in what type of advertising the competition is running and what images and texts are being used, the ad libraries of all major advertising platforms are recommended. There, we can see exactly which ads have been played by other companies, completely effortlessly and for free. For example, the Google Ads Transparency Center and the Meta Ads Library are mentioned here. But additional information such as rough target groups, estimated budgets, and targeting options can also be gleaned there, albeit not in detail. Other platforms like LinkedIn or TikTok also have such libraries that are extremely helpful for competitor analysis. Other options include external tools (e.g., Semrush, Similarweb, Ahrefs), generative AI tools (Google Gemini, ChatGPT), or simply the classic Google search . This allows us to see aside from Google Ads who potentially appears with us in auctions, or which companies also rank organically or show presence in another form for relevant search queries. We can also relatively simply identify and use the relevant content of the competition for our analysis. Once the competitors are identified, we can start the actual competitive analysis and thus gain a better overview of the competitive environment we are operating in. Topics we should look at more closely include, among others: Website - What does the site look like? Is it a one-pager, or does it have a more complex design? Is the navigation simple, or rather more nested? How high is the informational content? What kind of approach is used? How easy is it for a user to convert? Marketing Strategy - What fundamental goals are pursued? Which actions are potential users supposed to take on the website (appointment requests, demos, downloading informational materials, product purchases, etc.)? Online Marketing Activities - Which channels are being played, which advertisement formats are used? Social Media Presence - What topics are covered? What works well, what doesn’t (engagement)? Where are there still gaps for our own positioning? Price and Offer Structure - Are discounts or other promotions frequent? Does the quality justify the prices, or is there an increasing reliance on low-priced products? Customer Reviews and Feedback - What do the customers say about this competitor? What do they like, what do they criticize? Summarize and keep an overview For better visibility, we can also summarize the insights gained in a classic SWOT analysis to visualize the current situation. This helps us to understand the status quo more easily, highlight our own strengths better, and identify potential gaps . Additionally, it can be worthwhile not only to compare the competitors to our own company but also to compare them with each other as part of the competitive analysis. This way, we may recognize commonalities and overlaps on which we should particularly focus. These analyses help us to gain a better understanding of our own USPs . Moreover, we can discover new potentials and play segments or products that have hardly existed until now. Based on this, we optimize our marketing strategy and in some cases can even predict new trends . If we discover significant differences in the price structure compared to our competitors, it becomes easier for us to justify our own prices . Perhaps our products are indeed more expensive than those of the competition, but in return, they are more robust and durable. This can be effectively communicated. We learn from the weaknesses and mistakes of our competitors through customer feedback and can ideally profit from them. By targeting communication that addresses the exact problems and concerns of the target group, we gain a competitive advantage and ensure better customer satisfaction and loyalty from the very beginning . By implementing the measures defined from this, not only do we ideally save a lot of money and tons of nerves, but we also free up time for the really important things, namely providing the best possible experience for the customers and also the employees within the company. Thank you very much for your attention! Hopefully, it was insightful, and you could take something away for yourself! In the fifth and final part of our mini-series, we will delve deeper into the topic of optimizing your own website . Our previous post on the topic of Contextual Advertising follows. Have we forgotten something important, or do you have questions on the subject? Then feel free to write it to us in the comments! If you want to get in direct contact with us, feel free to check out our contact form. We help you better understand your competitive situation and benefit from it, so you can get the most out of your online marketing strategy - simple and non-binding!

Contextual Advertising: How Context-Based Advertising Works

Mar 12, 2025

Alexander

Frank

Category:

Search Engine Advertising

The post banner with title, background image, and icon.

In this article, we take a closer look at Contextual Advertising. We will discuss the advantages of this advertising form and highlight some providers and opportunities that are particularly suitable for it. If you missed the previous parts of the series, feel free to check them out. There, we talk about why it is important to define the right corporate goals and the benefits of broadening your online marketing channels . Contextual Advertising With stricter data protection laws and the resultant increasing targeting restrictions , as well as the trend of many marketing platforms to automate and broaden campaign distribution, it becomes even more crucial to reach the right target audience at the right time and to minimize scatter losses as effectively as possible. But what are the options for targeting one's audience more effectively? This is where Contextual Advertising comes into play. In this form of advertising, ads are not displayed based on users' demographic data, preferences, and interests, but the algorithm primarily focuses on the current context of the page - which gives it the name “Contextual” Advertising. This means that websites are categorized based on various factors. These could be, for example: Product categories Images Text passages Specific keywords in the running text. After a successful categorization, ads that match the page content are played. In the example above, we see a NIKE advertisement placed in an article about the major running shoe test of 2024. It can be assumed that people interested in this article are also more likely to be interested in purchasing new running shoes in the near future. Thus, there is a match between the advertised ad and the purchase intention. The fact that the ad often blends seamlessly into the actual content of the website additionally reduces friction and enhances the coherence between advertising and content. Numerous studies have already shown that this positively impacts user perception and can increase purchase readiness. As mentioned earlier, Contextual Advertising helps to create as much relevance as possible for the target group while impacting the user experience minimally, and ideally even improving it. Additionally, it offers a good opportunity to position your brand in a targeted and brand-safe manner, thus avoiding unnecessary scatter losses. Since it completely dispenses with the use of cookies , this form of advertising is significantly more future-proof and robust against the increasing restrictions on third-party cookies. The question of the right channel for Contextual Advertising often cannot be answered universally but depends on many factors. On the one hand, there are the classic providers such as Google Ads or Microsoft Advertising , which enable contextual advertising. Here, targeting by keywords or specific placements is available. From experience, Google's keywords are often interpreted very “broadly,” which can make this type of targeting quite inaccurate. Advertising via placements works better. For example, offering moving services could achieve above-average campaign results on sites dealing with apartment searches, house buying, and similar topics. Other providers have almost exclusively specialized in Contextual Advertising. The most well-known among them are probably Criteo and GumGum , which have developed more advanced algorithms for website categorization, thus ensuring a significantly better match between content and ads . This is particularly worthwhile if the product range is quite broad. But what options are there if we offer a very “niche” service? Reddit offers the possibility, for example, of reaching people who have viewed or interacted with specific subreddits. Since Reddit is generally a platform with relatively higher engagement rates, this can positively affect ad perception and interaction. Although it's not possible to exclusively target specific subreddits here, higher relevance for the target group is still given by the fact that interaction with a subreddit already assumes a higher interest . Companies that sell tech products or gaming accessories could also find a promising channel in Twitch . Originally started as a purely gaming platform, Twitch has significantly expanded its offerings, but for many tech-savvy individuals, it remains a very relevant channel in the entertainment routine. And who hasn’t wanted a setup like their favorite streamer? Often unjustly underestimated, (Digital) Out of Home Advertising, also known as (D)OOH , is still often treated very negligently. What used to be indispensable in the form of billboard advertising in any marketing mix has lost significant popularity since the introduction of digital marketing, but has been on the rise again in recent years. More and more companies are recognizing the advantages of well-placed outdoor advertising, especially since the introduction of digital screens, which opens up a whole new range of possibilities. Suddenly, it is possible to advertise very dynamically at specific locations or at relevant times, reaching exactly the right target group at that moment. McDonald's demonstrated impressively a few years ago that this approach can work. Thank you very much for your attention! Hopefully, it was informative, and you could take something away from it! In the fourth part of our miniseries, we will take a closer look at competitive analysis . Have we forgotten something important, or do you still have questions on the topic? Feel free to write it in the comments! If you want to get in touch with us directly, feel free to visit our contact form . We help you to position your brand even more effectively with Contextual Advertising so that you can get the most out of your online marketing strategy - simply and without obligation!

Google Premier Partner 2025

Mar 11, 2025

Axel

Vortex

Category:

Inside Internet Warriors

Post banner with blog title, icon, and image, showing multiple hands stacked together (team spirit).

internetwarriors GmbH is a Google Premier Partner 2025 As a Google Premier Partner 2025, we at internetwarriors GmbH are among the top 3% of all Google partner agencies in Germany. But what exactly does this mean for you, and why is it so important to choose an agency with premier status for your Google Ads campaigns? What does Google Premier Partner 2025 actually mean? The Google Premier Partner status is the highest accolade that Google awards to agencies within its partner program. This status honors agencies that are particularly successful in digital marketing and achieve outstanding results for their clients. As a Google Premier Partner 2025, internetwarriors receives exclusive access to Google tools, training, and support, which in turn allows us to make your campaigns even more successful. Why you benefit from a Google Premier Partner agency A Google Premier Partner agency offers you significant advantages over other agencies: Exclusive access to advanced Google resources and tools Direct contact with Google experts for quick and effective problem solving Early information about the latest Google Ads features and beta functions Deep expertise and continuous training of our staff directly by Google Our Google Ads services – specialized and tailored for you Our core competency as a Google Premier Partner 2025 lies in Google Ads. We develop and optimize search ads, display ads, YouTube ads, and shopping campaigns to ensure your company’s sustainable online success. Here’s what sets us apart as a Google Premier Partner: Search Ads Search ads are among the most efficient methods of directly reaching your target audience. As a Google Premier Partner, we know exactly how to optimally align your ads with your target group. This way, you reach qualified users who are actively searching for your offerings. >> More information about Search Ads Display Advertising With targeted display campaigns, we increase your visibility in the Google Display Network. Our specialists create ads precisely tailored to your target audience to strengthen your branding and unlock new customer potentials. >> More information about Display Campaigns YouTube Ads YouTube is an excellent platform to reach users with video ads. As a Google Premier Partner, we create creative and attention-grabbing video campaigns perfectly aligned with your brand. >> More information about YouTube Ads Google Shopping Especially in the e-commerce sector, Google Shopping campaigns are crucial for success. We support you with setup, optimization, and management of your shopping ads to sustainably increase your sales. >> More information about Google Shopping Our proven Google Ads process Analysis and Strategy:  Every successful campaign begins with a comprehensive analysis of your current measures. We analyze the status quo, define clear goals, and develop a bespoke strategy tailored precisely to your business. Implementation and continuous optimization:  As a Google Premier Partner, we use advanced analytical methods to continuously optimize your campaigns. Through data-driven reporting, we adjust keywords, ads, and landing pages precisely to your target audience. Monitoring and transparent reporting:  We provide you with regular detailed reports, allowing you to track how your campaigns are developing and how your marketing budget is being efficiently used. This way, we always keep an eye on success together. Successes we can achieve together with you Our collaboration as a Google Premier Partner means we deliver measurable results: Higher visibility with your target audience Significantly improved conversion rates Increasing revenues while simultaneously reducing cost per conversion Optimal use and management of your advertising budget Real-world examples – successes of our clients with Google Ads Our clients benefit directly from our Premier Partner status. For instance, through collaborations with companies from various industries, we've achieved successes such as a revenue increase of up to 35% or a reduction in cost per conversion by up to 50%. A look behind the scenes: How we work Strategy development: We start with a thorough analysis of your current Google Ads campaigns and market position. Based on this, we create an individual strategy that optimally supports your goals. Campaign design: As a Google Premier Partner, we develop creative and effective campaigns precisely tailored to your target audience. We benefit from exclusive Google insights and the latest tools. Ongoing support and optimization: Our experts regularly analyze your campaign results and continuously adjust ads and strategies to ensure maximum performance. Transparent results: You receive detailed reports that transparently present all results and provide full transparency over your investments. Why you should talk to us now The Google Premier Partner status 2025 is a quality seal that ensures safety and success for you. Now is the perfect time to take your Google Ads campaigns to the next level with the support of internetwarriors. Together, we develop your individual strategies, boost your performance, and ensure that your business grows sustainably. Take advantage of a Google Premier Partner agency now and schedule a non-binding consultation with our Google Ads experts today. Together, we will set your online marketing on the path to success. For more information and contact options , please visit our website: www.internetwarriors.de.

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Server-Side Tracking - An Overview

Jul 16, 2025

Halid Osmaev

Halid

Osmaev

Category:

Web Analytics

Banner for a blog article - Woman sitting in front of a screen

Server Side Tracking is the new standard. A significant advantage is the control provided over the data flow, especially user data. In this article, we discuss Server Side Tracking using Google Tag Manager as an example and review its benefits and which user data is sent. But first, the important question: What is Server Side Tracking? In short: Server Side Tracking is a data collection method where the tracking information is processed not in the browser but directly through the server of the website operator and forwarded to analysis or marketing tools afterward. The traditional tracking method is Client Side Tracking (CTS) , where a code snippet is embedded in the page, for example, via the Google Tag Manager. This sends event data directly to third-party services like Google Analytics 4, Meta Ads, etc. However, control over the sent user data (IP address, demographic data, etc.) is limited to the adjustments offered by the tool. Additionally, a third-party cookie is usually set, resulting in loss of data amount and quality.   Figure 1: Comparison of Client-side and Server-side tagging With Server Side Tracking (SST) , all data is first sent to a private server, where, for example, the Server Side Google Tag Manager is running. This ensures that there is no undesired data transfer occurring on the website with the users. This transfer happens only in the Google Tag Manager Server Side. However, this can then be adapted to a data protection-compliant standard by clear insight into the data and further configuration options like transformers . Server Side Tracking vs. Client Side Tracking The traditional Client Side Tracking (CST) is still widespread but increasingly reaching its limits. In CST, tracking scripts are executed directly in the user’s browser, sending data like page views, clicks, or conversions to third-party tools. However, this approach is very susceptible to modern tracking protection measures such as ad blockers, VPNs, intelligent tracking prevention (ITP) in iOS/Safari, and various data protection regulations. In contrast, Server Side Tracking (SST) uses a different approach: Tracking data is no longer sent directly from the browser to external tools but first to the server. This acts as a proxy or central data hub through which all tracking requests run. The server request is treated similarly to an API request and is thus less vulnerable to blocking . Additionally, all data processing takes place within one's infrastructure , significantly reducing the risk when dealing with data protection authorities. Another difference lies in the use of cookies: While Client Side Tracking relies on third-party cookies – which are increasingly blocked by browsers – Server Side Tracking prefers first-party cookies , considered more trustworthy and stable. Why is Server Side Tracking now standard? While Client Side Tracking is increasingly losing its effectiveness due to growing restrictions, Server Side Tracking offers a future-proof, high-performance, and privacy-friendly alternative – with significantly higher data quality and control for companies. Overview of the benefits of Server Side Tracking: More data control : Unlike the specifications of external tracking tags, companies with SST retain full control over the collected data. Higher data quality : SST can often bypass ad blockers and tracking protection measures, typically leading to at least 12% more data. Performance advantages : Instead of addressing many individual tracking tools directly from the browser, only one server is contacted – conserving resources and improving website load time. Data protection compliance : By processing exclusively within their server structure, companies can better respond to legal requirements. Server Side Tracking and Data Protection Regulations Server Side Tracking offers not only technical advantages but also a significantly better basis concerning data protection laws. The main legal regulations in the European area are the GDPR, the TTDSG, and the EU-USA Data Privacy Framework.  An overview: General Data Protection Regulation (GDPR) The General Data Protection Regulation ( GDPR ) mandates that personal data – which can be traced back to a real person, such as name, email address, or IP address – may only be collected and processed with the explicit consent of the users (e.g., through a cookie banner). It has been applicable in all EU member states since May 25, 2018, forming the central legal framework for handling personal data in the European area. The GDPR requires companies to inform transparently which data is collected for what purpose and how long it will be stored. Additionally, users must be able to object to processing or revoke consent at any time. For tracking, this means: No data may be collected or shared with third parties without clear and voluntary consent – even if the technology allows it. Violations of the GDPR can result in hefty fines. Server Side Tracking offers the advantage that data collection, storage, and sharing can be centrally controlled and better documented – facilitating GDPR-compliant implementation. Telecommunications-Telemedia Data Protection Act (TTDSG) The TTDSG (Telecommunications-Telemedia Data Protection Act) supplements the GDPR specifically for online services and stipulates that no arbitrary user data , especially through cookies or similar technologies, may be stored or read without prior consent . The law came into force on December 1, 2021, merging central data protection requirements from the GDPR and the German Telemedia Act (TMG) as well as the Telecommunications Act (TKG).  For online tracking, this means: Even setting a cookie that is not purely technically necessary requires active, informed consent from users, for example, through a consent banner. Tracking methods attempting to create user profiles without consent – even through technologies like fingerprinting – are prohibited under the TTDSG. This tightens the requirements for data-driven online marketing measures and underscores the necessity to make tracking privacy-compliant and transparent – something that is much better controlled with Server Side Tracking. EU-USA Data Privacy Framework Particularly relevant for international companies is the new EU-USA Data Privacy Framework , which facilitates transatlantic data transfer and has been in effect since summer 2023. Previously, it was problematic to send personal data to US services because US authorities had extensive access to it by law. The new agreement creates more legal certainty when US services like Google or Meta are used – but only if the services are certified under the new framework. These are just a few of the laws affecting tracking. Therefore, an understanding of user data is important. Conclusion: Why does Server Side Tracking offer more data protection compliance? Server Side Tracking allows the entire data processing to initially run through one's server infrastructure. This means: Tracking occurs not directly with the users but only after explicit consent and under full control of data processing on one's server. This allows the requirements of data protection laws to be better implemented, such as targeted anonymization , pseudonymization , or restriction of data sharing with third parties . Overall, Server Side Tracking enables a more data protection-compliant handling of user data, allowing companies to maintain oversight and control – which is essential under the current regulatory framework. What user data is sent with Server Side Tracking? The good news: Only the absolute minimum. What does this mean? Using Google Tag Manager as an example: When an event on the page, like a click, is triggered, an HTTP request is sent to the Server Side Google Tag Manager . Naturally, HTTP header information is sent along. This includes, among others: Time IP address Page URL Approximate location (by IP address) Operating system Browser Resolution Device Additionally, there are other parameters specifically related to configuration. Detailed information can be found in the documentation at [ https://developer.mozilla.org/en-US/docs/Web/HTTP/Headers ]. There are also parameters automatically captured by Google Tag for campaign optimization, which include: utm_source utm_medium utm_campaign utm_content utm_term and the Click ID It should also be ensured which data is user-defined sent with the Google Tag Manager configuration. In the Server Side Google Tag Manager, users can configure precisely through the use of transformers, which specific data should be forwarded in what form and which should be withheld. However, for a data-secure implementation, the conclusion should be: “ Track only as much data as needed .” The challenge is to limit tracking to what is necessary without incurring disadvantages. We set up correct Server Side Tracking for you The Internetwarriors are a team of experts in various fields of online marketing. One of our main focuses is web analytics and Server-Side Tracking (SST). With extensive expertise and a profound understanding of the latest trends and technologies in digital analytics, we offer tailored solutions to optimize our clients' online presence. We are thus a valuable partner for you when you want to set up professional tracking that provides all the data you need for strategic decisions and monitoring your online marketing activities. Contact us now without obligation !

Why Usability Is So Important for Your Website

Jun 11, 2025

Nadine

Wolff

Category:

SEO

Whiteboard with design mockups

Website usability means that users can reach their goals without frustration, overthinking, or detours—whether their goal is to get information, make a purchase, download something, or get in touch. The easier and smoother your website is to use, the more likely visitors are to stay—and come back.  Good usability not only saves time but also builds trust and improves the perception of your company or brand. Especially in the digital market, just a few seconds often determine whether someone stays or leaves. Therefore, it's crucial that your website is logically structured, easy to understand, and technically impeccable—for all users, on every device. In this article, we'll provide you with an overview of the fundamentals of website usability, explain why it's so important, and outline which aspects you should consider. What is Usability? Usability can be translated as "usability" and describes the ability to achieve the desired result without difficulty. The term "user-friendliness" is also often used. Optimal usability means that a product, service, or website fulfills its intended purpose precisely. On a website, this could mean a completed purchase, the provision of relevant information, strengthening your brand, etc., depending on the intention. Usability is a key factor in determining whether and to what extent visitors engage with your website content or move on to another site. It is an important factor in customer satisfaction and website quality. A usability analysis can help identify errors, weaknesses, and opportunities for improvement on the website. What does Usability encompass? Website usability includes all aspects that affect the user-friendliness of a website—how simple, understandable, efficient, and pleasant it is to use. Many factors interact to create a positive user experience. Specifically, they include: Navigation and Structure: Clear page layout (e.g., an easy-to-navigate menu, logical hierarchy), simple, logical navigation, breadcrumb navigation, and an easily searchable effective search function Layout and Design: A consistent layout across all pages, a visual hierarchy (important elements stand out), responsive design (works on all devices), and appropriate use of colors, font sizes, and spacing Content and Language: Clear, understandable language, relevant, up-to-date content, good readability (paragraphs, titles, lists), and accessibility (e.g., alt text, contrasts, keyboard accessibility) Interactivity and Feedback: Meaningful feedback (e.g., after clicks, forms), helpful and friendly error messages, and buttons and links that are clearly recognizable Loading Times and Performance: Fast loading times of pages and content and technical stability (no crashes, malfunctions) Accessibility: Support for screen readers, keyboard operability, good color contrasts, and scalable font sizes Trust and Security: SSL encryption, transparent data protection information, and a professional appearance (e.g., legal notice, contact information) Conversion Support: Clear calls to action (e.g., "Buy Now," "Learn More"), no distractions from the actual purpose of the page, and support for processes like forms or checkout What are the Goals of Website Usability? The goals of website usability are aimed at designing websites so they can be used effectively, efficiently, and satisfactorily by users. Interaction should be as intuitive as possible to lead to the desired outcome. Jakob Nielsen - one of the leading experts on usability, who has been studying the topic for decades - developed 5 key criteria of usability : 1. Learnability Goal: New users should be able to quickly understand and use the website. Navigation, structure, and functions must be intuitive . Example: A first-time visitor immediately understands where to find information or how to make a purchase. 2. Efficiency Goal: Experienced users should be able to complete their tasks quickly and effectively . Optimized workflows, fast loading times, and clear paths lead to goal achievement. Example: A repeat customer can reorder with just a few clicks. 3. Memorability Goal: Users who haven’t visited the website for a while should be able to easily use it again. This is helped by consistent design, familiar symbols, and a logical structure. Example: A user remembers how to find customer support even after weeks. 4. Errors (Error Prevention and Handling) Goal: The website should be as error-tolerant as possible and help users avoid or correct errors. This can be achieved through clear and understandable error messages, opportunities for correction, or well-thought-out forms. Example: An incomplete form clearly indicates what is missing without deleting all input. 5. Satisfaction Goal: Using the website should be a pleasant experience and generate positive feelings. An appealing design, useful content, and easy navigation lead to higher satisfaction among users. Example: A user-friendly interface with clear texts provides trust and enjoyment while using the site. How Can Usability Be Measured? Measuring usability means systematically evaluating the user-friendliness of a product or website using specific criteria, tasks, and user tests. While usability is partly subjective, it can be objectively measured if you use the right methods. Aspects of the above five listed criteria - learnability, efficiency, memorability, error prevention, and satisfaction - are often tested. Various methods are employed for measurement: Usability tests with users who have to perform specific tasks Questionnaires filled out by users after a test An expert examination based on specific criteria (does not replace user testing) Analysis of analytics and user behavior through web analysis tools, heatmaps, or mouse tracking A/B testing - different versions are tested against specific questions and data Why is Usability Important? There are numerous positive impacts of good website usability and just as many reasons why you should pay attention to good user-friendliness. It makes it easier for users to navigate your website, helps you stand out from the competition, and enhances the impression you leave on potential customers. Let's take a closer look at the individual reasons: Users Want to Be Guided A good website makes it easier for users to navigate. It allows them to quickly get to their desired goal (completing a purchase, downloading a document, finding the needed information) without thinking too much. The offered content should be self-explanatory in terms of the positive user experience. In fact, users don't want to think about how to do something on a website. They want to be guided and don't want to search laboriously for certain elements and "discover" the website on their own. They want to intuitively reach their desired goal as quickly as possible. The content offered needs to be self-explanatory for a positive user experience, and any interactive elements should be directly usable. Website Usability as a Competitive Factor The lack of willingness to stay on a website just because is partly due to the market situation. In the online world, a competitor is just one click away. Unlike a physical shopping street, there's no need to walk past a series of stores. The reality is usually different. Most companies don’t have the luxury of offering something so unique (services, physical products, digital products like apps) that users would endure a cumbersome website. Instead, well-prepared and easily accessible website content has the power to convince users to complete conversions on your site rather than a competitor's, making usability a crucial competitive factor. Your website needs to make a good impression from the first second. Many website owners are unaware that users often judge the entire company based on their first impression of the website. A poorly maintained website can negatively impact the entire company's image. Users might question whether the company is capable of offering good service if it can't even manage to keep basic things on the website in order. While this assumption is often incorrect, it illustrates the potential consequences of poor website usability. Usability is More Than Just Good Design The challenge in website design is that it's unlike any other medium because people often have different expectations for how websites are used versus how they're actually used. When website owners and designers sketch out a site, they have a certain image in mind. It's often assumed that users will study all the content thoroughly. But in reality, users often only skim through a page initially. They quickly scan the text and click on the first link that seems interesting or appears to be the closest to their searched goal. As a result, a large portion of the page might not be actively noticed by your users. How users read a webpage greatly depends on their goal in mind. They focus on words and phrases that match their personal interests, known as trigger words. If they don't find these on your website, it can still be beautifully designed and contain seemingly informative content, but it won’t hold their interest. Technical Performance is Part of Usability too Besides graphical design, technical preparation is a key aspect of usability. While large images, videos, interactive graphics, and other moving elements may look visually appealing, they significantly increase loading time. The problem is not all users have access to a fast internet connection. Ideally, a good load time is important for two main reasons: it reduces the chance that visitors lose patience and leave the website, and page load time is becoming an increasingly important ranking factor for search engines. Usability Engineering Usability engineering is a structured and systematic process for developing user-friendly systems, where the usability of a product—or, in this case, a website—is deliberately planned, tested, and improved throughout the development process. This means that usability should ideally be considered from the conception of a website or a relaunch. Good usability doesn't happen by chance; it's systematically planned and tested. SEO and Usability – A Strong Team SEO ensures the necessary flow of traffic through organic search results. But you shouldn't focus solely on generating traffic. Without usability, your visitors will quickly leave again, often without converting. If you only focus on usability, you will reach a significantly smaller group of visitors who may convert well, but due to the small number, may not generate enough revenue to financially sustain the company behind it. Choosing usability doesn't necessarily mean writing off SEO. If you think SEO is just about ranking first in Google's organic search results and driving traffic to the website, you're not thinking broadly enough. SEO measures aim not only for top placement in search results but also ensure that users can find their way around the site. This goal is shared with usability. Classic OnPage SEO measures include, for example: Clear page structure Logical navigation Breadcrumbs and HTML sitemaps Pagination Avoidance of 404 error pages Logical internal linking On closer inspection, it becomes clear that these points simultaneously significantly improve user navigation. So, there are indeed significant intersections between the two online marketing disciplines, which do not contradict each other. Good SEO specialists and user experience managers are aware of this close connection and ensure that all elements of the website complement each other effectively. Website Usability and Accessibility/Accessibility In the context of website usability, the topic of accessibility is also important. Both disciplines pursue the same goal of facilitating the use of websites, but they are approached from different perspectives: Usability aims to improve user-friendliness for as many people as possible. Accessibility seeks to make the website fully usable for people with disabilities (especially visual and hearing impairments). Numerous measures improve both web usability and accessibility (for example, a clear structure and understandable language or good contrasts). Accessibility also requires compliance with technical standards such as the WCAG (Web Content Accessibility Guidelines), including screen reader compatibility or alternative texts for images. Since the Accessibility Enhancement Act , you should assess (or have assessed) whether your website is not only user-friendly but also accessible. This is important to ensure that people with disabilities can use your website without restriction. Usability issues usually only become apparent when expected conversions don’t occur. Retrospective improvements can be expensive or, in extreme cases, unworkable. That's why you should focus on a good user experience at the launch or relaunch of your website. However, this doesn't mean that you should completely disregard usability in favor of SEO. Those who believe that SEO is only about ranking first in organic search results and driving traffic to the website are thinking too narrowly. In addition to good placement in organic search results, SEO measures also aim to ensure that users can navigate the website. This goal is shared by search engine optimization with usability.

Why Microsoft Advertising (Bing Ads) Should Not Be Missing From Any Marketing Mix

Jun 2, 2025

Alexander

Frank

Category:

Search Engine Advertising

Blog Article - Bing Ads

Microsoft Advertising (previously known as “ Bing Ads ”) is a powerful addition to Google Ads, offering numerous advantages such as comparatively lower click prices and advanced targeting options.  Are you already using Microsoft Ads, or have you limited your advertising to Google so far? In this article, we explore why it's more worthwhile than ever for companies to invest in Microsoft Advertising , what differences and benefits the platform offers, and why the topic of generative AI should not be overlooked. What is Microsoft Advertising (Bing Ads)? To begin, here's a brief overview: Microsoft Ads (formerly known as “Bing Ads”) is Microsoft's advertising platform , enabling companies to engage in search engine marketing (SEM), similar to Google Ads. Ads primarily appear on Bing's search results pages, but also on Yahoo, AOL, and partner networks, as well as in Microsoft products like Edge, Outlook, Windows, and the Microsoft Audience Network. Microsoft Advertising was launched as “Microsoft adCenter” in 2006, rebranded to “Bing Ads” in 2009, and finally to “Microsoft Ads” in 2019. With Microsoft Ads, for example, it’s possible to run keyword-based Text Ads (Search Ads) and also offers Shopping Ads that require a Microsoft Merchant Center feed, Responsive Search Ads , as well as native advertising in the Microsoft Audience Network and Remarketing . Bing in Search Engine Ranking and Technological Innovations When people search the internet, they often “Google.” Over time, the term “Googling” has become embedded in the language of most people and even made it into the 23rd edition of the Duden in 2004. It’s perhaps no surprise that “Googling” originated from the namesake search engine. Other search engines still remain in Google's shadow, often slipping from memory when it comes to marketing efforts. But is this justified? Bing may not automatically come to mind first when thinking about internet research. Nonetheless, the platform has undergone many positive changes and established itself as a solid alternative to Google. In recent years, Bing's market share has steadily grown , while Google currently remains stable (albeit at a high level). According to Statista, Bing's market share was 11.75% globally in April 2025, compared to around 8% three years prior. In Germany, Bing even holds a 15% market share . The Microsoft Search Network leveraged by Bing includes other search engines such as Yahoo!, DuckDuckGo, and Ecosia, collectively reaching a significant number of users. This enhances the opportunities for advertisers on Microsoft Ads and increases the potential visibility of their ads. While the Microsoft Search Network still falls short of Google in absolute terms, it has carved out a stable place in the market. It is expected that Bing’s market share will continue to rise, as more people seek alternative search engines in an era of growing privacy concerns. Microsoft, like Google, continually invests in technological innovations to make Bing more appealing to users. This is demonstrated not only by the new AI features continually being implemented in Bing , but also by a general massive increase in interest around Artificial Intelligence among internet users. This development naturally benefits Microsoft Ads as well. For example, Microsoft Office products offer the possibility of integrating Copilot into an extended license. Copilot is Microsoft’s AI-based agent that draws on Bing as a search engine when needed. Advantages of Microsoft Advertising over Google Ads An important factor that sets Bing apart from Google is the demographic composition of its users. While Google appeals to a broad audience, Bing is particularly popular among middle-aged individuals and business professionals . This can be advantageous for companies looking to target these specific audiences. Decision-makers and influencers can be particularly well-reached this way. Often overlooked, but just as important: On most work PCs running Windows, Microsoft Edge is the default browser, making Bing the default search engine . Cortana also pulls its results from there. This greatly increases the likelihood that a search query on Bing will occur in a business-relevant context. Additionally, the majority of traffic consists of desktop users. These factors can further positively influence the quality of traffic . Another advantage of Microsoft Advertising is the native integration of LinkedIn targeting . As Microsoft owns LinkedIn, advertisers can access the extensive professional data of LinkedIn users and target their ads more precisely. The attributes “Job Function,” “Company,” and “Industry” are available for more tailored targeting. Bid adjustments can be used, for example, to place higher bids for particularly relevant target groups. This is especially useful when B2B marketing plays a role. However, possibly the most significant advantage is that Bing, and thus Bing Ads/Microsoft Ads, is still surprisingly underutilized by many companies. Commonly cited arguments include a comparatively low search volume compared to Google and a lack of time to create and manage a complete account setup on this platform. But therein lies a great opportunity for businesses. The much lower volume of competitors positively impacts cost per click and can help companies position successfully on Bing with relatively low budget investment, yielding significantly more sales and leads compared to Google Ads vs. Microsoft Ads - Overview of Pros and Cons: Google Ads Advantages: Higher market share, worldwide and in Germany Greater reach and traffic potential Broader range of target audiences Higher mobile user coverage Disadvantages: Higher competition and hence  typically higher click prices (CPC) More complex user interface Microsoft Ads Advantages: Less competition and hence Typically more affordable CPC, especially in niche markets More cost-effective, even with smaller budgets Additional reach through other platforms/search engines like Yahoo!, MSN, and AOL Reaches an audience that may not use Google (middle-aged and Edge users) Target audience is generally older and wealthier, with many desktop users (particularly interesting for B2B and certain markets) Disadvantages: Lower market share and therefore Traffic potential Less automation and features Copilot in Microsoft Ads Microsoft Copilot is a AI-based assistant integrated into Microsoft Advertising that helps advertisers with various tasks based on campaign data, user inputs, and AI models. This includes: Campaign creation , such as automated keyword research, ad text suggestions, and the creation of Responsive Search Ads based on landing pages or product information Campaign optimization , e.g., bid strategy and budget distribution suggestions or A/B testing of ad elements Report and analysis creation , e.g., intelligent campaign performance summaries and creation of visual reports Like Google Ads, Microsoft Ads offers numerous opportunities to automate routine tasks with Copilot, saving time. Automatic intelligent analysis supports data-driven decisions. Copilot is integrated into the platform and allows for dialog-based interaction, similar to tools like ChatGPT. However, caution is advised with any AI-based automation - results should always be checked. Bid strategy suggestions must be critically evaluated to ensure that changes have the desired effect. Another example is ad text, which should always be checked for relevance to the product or service. Getting Started with Microsoft Advertising (Bing Ads) As mentioned earlier, many companies forgo advertising on Bing due to the increased setup and maintenance effort, which doesn't seem proportional to the expected return on investment. However, getting started with Microsoft Ads is surprisingly easy. An account can be created in just a few minutes, and the interface somewhat resembles Google's. So those who already advertise on Google’s platform will find navigating Microsoft Advertising straightforward. Importing Google Account Data into Microsoft Ads Additionally, Microsoft offers a useful import function that allows entire account setups from Google Ads to be mirrored into Microsoft Ads with just a few clicks. This also applies to other platforms like Facebook Ads or Pinterest Ads or uploading a completed template. This makes it particularly easy for companies with an existing Google Ads account to get started. There’s even the option to regularly import a Google account into Microsoft Ads, keeping the Bing account up-to-date with frequent changes. But beware: While Microsoft aims to make the entry into Microsoft Advertising as easy as possible and provides various tools, a certain level of account maintenance is still necessary. Importing accounts allows for a quick and easy way to advertise on Bing. However, to get the most out of the channel, Microsoft Ads should also be viewed separately and appropriate optimization measures undertaken. This ensures the target audience is optimally engaged and no potential is wasted. FAQs for Getting Started with Microsoft Ads Here are some questions our clients frequently ask about Microsoft Ads (and previously Bing Ads), giving you a deeper insight and helping you decide for or against Microsoft Advertising: For whom is Microsoft Advertising particularly worthwhile? Due to the differences in target demographics, Microsoft Ads are especially worthwhile for companies selling to B2B customers or targeting an older, more affluent audience. B2C companies can also benefit from Microsoft Advertising due to lower competition. Thanks to Bing's broader reach, Microsoft Ads are particularly effective in Germany, the USA, UK, Canada, and Australia. In contrast, reaching a younger demographic (under 25) might be more successful through Google or other channels. How effective are Microsoft Ads? Microsoft Advertising can be very effective, but the performance of your campaigns largely depends on the services or products you offer and the target group you wish to reach. The lower CPC and highly accurate B2B targeting can make Microsoft Ads very effective. We also observe from many clients a lower cost per acquisition with the same or even higher quality of leads or product purchases. If you’re unsure, we’re happy to advise whether Microsoft is a sensible addition for your business. What types of advertising campaigns are available on Microsoft? The campaign types on Microsoft are similar to those on Google Ads. Available campaign types include Search Ads, Shopping Ads, Multimedia Ads, Audience Campaigns, Remarketing Campaigns, Dynamic Search Ads (DSA), Hotel Ads, Local Ads, Performance Max Campaigns, and App Install Campaigns. Additionally, with Microsoft Ads, ads can be run on CTV (e.g., with an add-on package on Netflix).  What automation options are available in Microsoft Ads? Thanks to Copilot, Microsoft offers AI-based support directly in the advertising platform. Copilot enables automated creation and optimization of ads, as well as analyses and reports. Additionally, automatic bidding strategies (Smart Bidding) are possible as in Google Ads. Campaign management can also be automated, e.g., by setting rules for activating and pausing ads. However, it's important to note that automation is not a substitute for strategy or expertise, but rather a complement to efficient work. It's crucial to regularly check whether all campaigns and ads deliver the desired performance. Is Bing/Microsoft better than Google Ads? No, Microsoft Ads are a worthwhile addition for many companies and can even be an alternative depending on orientation and target group. Both platforms have advantages and disadvantages that need to be weighed against each other. For B2B companies, but also for many other topics and industries, a combination of Google and Microsoft Ads is the optimal blend in the marketing mix. We’re happy to advise if Microsoft Ads can be effective for your business. Microsoft Ads for B2B Companies As mentioned earlier, Microsoft Advertising is a very attractive alternative or addition to Google Ads for companies with a B2B target audience. The combination of target audience, platform integration, and cost-efficiency makes Microsoft Ads, just like earlier Bing Ads, very interesting for B2B businesses. Many users in the Microsoft Search Network are doing professional work when using Windows, Microsoft Edge, Cortana, and Office. It’s an effective way to reach decision-makers and executives . The higher proportion of higher-educated and higher-earning users makes Microsoft Ads relevant for industries like SaaS, industrial, and financial services . On average, Bing users are also older than the Google target audience. The lower competition and often cheaper CPCs are very advantageous for companies with costly leads and long sales cycles . The frequently 20-40% lower click prices make better ROIs possible. The high proportion of desktop users is also an ideal match for a B2B target group, as many purchases and research activities in a business environment occur via desktop, not mobile. The combination of desktop usage in professional fields increases the conversion likelihood for users in Microsoft Ads. Thanks to LinkedIn targeting , users from specific industries or companies, with certain job titles or functions, can be specifically targeted. This segmentation is only possible with Microsoft Ads, making the platform particularly appealing for B2B companies. It is important, though: Microsoft Ads should not be viewed as a replacement for Google Ads, but as a strategically sensible addition to specifically reach a B2B audience and expand reach outside the Google universe. Why Microsoft Advertising? Bing, and consequently Microsoft Advertising, is still often underestimated today but offers many advantages. While both platforms are quite similar, there are some key differences between Microsoft Ads and the major competitor Google Ads that make Microsoft's platform a true alternative or an effective complement. To summarize: Running ads on Bing is relatively simple Cost-effective and efficient with regular account maintenance Enhanced targeting capabilities , especially relevant for a B2B target audience Differences in target audience compared to Google: generally older, higher educated, and with a higher household income Exclusive access to other search engines , e.g., DuckDuckGo and Ecosia For anyone wanting to get a step ahead of the competition, seriously considering incorporating Microsoft Advertising into the marketing mix can unlock full potential in online marketing. We’re Happy to Assist You The internetwarriors team consists of experts in various online marketing disciplines, from SEA to SEO, from workshops for service companies to strategic consulting for eCommerce companies. Our decades of expertise as a full-service agency allow us a comprehensive view of different channels and measures, and an informed comparison, such as between Google Ads and Microsoft (Bing). Have you been thinking for a while about advertising through Microsoft Ads, or would you like some preliminary advice on the topic? Then feel free to contact us, and we’ll find the right solution for your business!

Create FAQs and improve the website’s SEO rankings

May 14, 2025

Julien

Moritz

Category:

SEO

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Embedding FAQs on a website offers many advantages. They can, for example, relieve customer service, increase conversion, or improve visibility in unpaid search results. This article explains in detail the options for creating a FAQ page, how they can be optimized for SEO, and their significance in the era of AI. What is meant by FAQ? FAQ is short for “frequently asked questions” and can be translated as “frequently asked questions.” Specifically, the most important information on a topic is collected and formatted as questions. These can be common problems or the most frequently asked questions. FAQs are widespread in the software domain or other technical topics but can be usefully applied to any subject area and industry. One of the goals of FAQs is to answer questions from potential buyers in a simple way and thus relieve customer service. If a purchase has already been made and problems arise, the FAQ section prevents the service department from dealing with the same easy-to-answer questions. A well-prepared FAQ section brings advantages both for users and companies. What do FAQs offer for SEO? First of all: Any type of relevant optimized content is positive for search engine optimization. With FAQs, you have the opportunity to cover compound keywords and phrases (long tail keywords) that, for example, are not answered in the product description. Your website will be found for questions that users ask on a topic, such as your products or services. At the same time, you increase your authority in your topic area in Google’s evaluation, as you offer a lot of relevant high-quality content. Higher authority means higher trust and thus a better chance of being found for competitive terms in unpaid search results. The increasing use of voice search and AI-based chatbots, now including AI Overviews in Google search results, has influenced how searches are conducted. Long-tail queries, meaning complete sentences or questions, have gained importance. FAQs are a response to these developments and can help remain visible even in the age of AI. FAQs as a Rich Snippet in Search Results You might recall that Google used to directly play questions from FAQs in search results as an addition (known as a “Rich Snippet”). In the fall of 2023, Google announced that these types of Rich Snippets will be significantly restricted and will only be displayed for “reliable government and health websites.” For SEO, FAQs are still valuable even if they no longer generate Rich Snippets. Do FAQs offer an advantage in times of artificial intelligence? AI tools and the AI Overviews introduced by Google in Germany in the first quarter of 2025 present new challenges for the SEO industry. Evaluations from the USA, where AI integration has been present in Google for longer, and initial observations from Germany show how AI Overviews reduce the click-through rate on organic results. To continue being prominently represented in the visible area of search results, the question is: How can websites be displayed as a source in AI Overviews to generate potential clicks here? The topic is complex, so we will only address the question here: Can visibility be improved in AI Overviews with FAQs? To have a chance to appear in Google's AI Overviews, many different factors are relevant. This includes, for example: Good content structure Helping Google understand the content, e.g., through structured data and content formatting (like bullet points) Covering a topic in depth Answering questions Focus on usability Demonstrating authority FAQs can help improve visibility and be listed as a source—but this is no guarantee for many clicks. It can also be a short-term strategy to mainly optimize for the (constantly declining number of) keywords and topics for which no AI Overviews are yet displayed in Google. FAQs and GEO - Optimization for AI-Based Chatbots AI-based chatbots like ChatGPT or Perplexity also depend on understanding and categorizing information on the website. The foundation for content optimization here, too, is understanding your target audience and their needs and providing content for it. The key is a range of different content types that answer different types of queries and intentions. FAQ content allows you to answer questions naturally that users enter into AI tools. The goal is to provide precise answers in natural language, similar to a conversation. Imagine, for example, that you are talking to a potential customer who is asking you questions about a product or service. A good structure of the answers through lists, bullet points, and subheadings (for long answers) and tagging with structured data helps tools understand the content. And fundamentally, the best strategy is still a combination of optimization for AI-based tools and classic search engine optimization. Do FAQs on the website improve visibility for Voice Search? In voice search, questions are more often entered than in text-based searches. Answering relevant questions in the FAQ section can therefore bring an advantage here as well. Besides many other factors such as a mobile-friendly website, it is also important for voice search optimization to phrase questions and answers naturally. It is not only about embedding relevant FAQs but also in which language these are written (everyday language). What are the options for embedding FAQs on a website? Depending on the goal of the FAQs, different solutions are available to embed them on the website. Below are the most important ones, along with their pros and cons. Dedicated FAQ Page The first option is to create a single long FAQ page that lists all the important questions collected. For better overview, an accordion element is often used in the layout, where users can expand and collapse the answers to individual questions. Advantages Easy to set up and maintain Simple questions that can be answered in one sentence are not a problem for SEO Disadvantages Rarely ranks for (competitive) terms as different topics are covered on one page, thus lacking focus Fewer opportunities for good internal linking between individual questions SEO-Compliant Setup Each question as a sub headline Use correct headline structure If technically possible, a table of contents at the top of the page with jump links to individual questions Where appropriate, linking relevant products or services from the FAQ texts Implementation of structured data (see below) FAQ Section on the Page An alternative with more SEO potential is a standalone FAQ section on the website instead of a single page. An overview page with all questions links to the subpages with the answers to the questions. If there are a large number of questions, they can be organized thematically for better overview. Using the example of E-bikes, the categories might be: General Questions, Brands, Models, Batteries, Maintenance, and Repair. Advantages Higher chance of being found for keywords Targeted optimization for keywords is possible as longer texts can be created and optimized for a greater number of keywords. Better usability as there is no need to navigate on a long page Disadvantages More maintenance effort as many individual pages are created Individual FAQs require more content to avoid generating “thin content.” SEO-Compliant Setup Overview page with teasers and links to FAQ detail pages with the individual questions Detail pages with correct headline structure (question as h1 headline) Detail pages must be standalone complete pages that contain navigation, footer, etc. (avoid solutions like iframes) Minimum amount of content (if there are still questions with very short answers, it might make sense to exclude them from indexing) Cross-linking between similar FAQs If using categories: Breadcrumb navigation for easy navigation back to the main category or FAQ overview page Links to relevant product pages or services Implementation of structured data (see below) FAQ Section on Service or Product Pages Product or service pages also benefit from a FAQ section. Especially if there are very specific questions about a particular product, these are well placed on the product page. They can help dispel reservations about a purchase or answer questions that would otherwise occupy customer service. At worst, users drop out if they do not find an answer to their question and purchase the product from the competition. Meaningful and relevant FAQs can thus increase the conversion rate. Advantages Enriches the content on these pages with meaningful and relevant phrases and terms Questions may appear in the search results under “Other Questions” and draw traffic to the product or service page from there. Disadvantages For high-competition keyword combinations that individual FAQs are optimized for, there is a significantly lower chance of ranking than if they are created as standalone pages. SEO-Compliant Setup FAQ section with headline Individual questions as headlines (observe correct headline structure) Ideally use unique FAQs - do not include the same question and answer 1:1 on multiple pages Implementation of structured data (see below) FAQs as Blog Posts If the CMS does not allow a standalone FAQ area, one solution is to embed FAQs in the form of blog posts. Each blog post answers a question for which keywords with sufficient search volume have been defined. Alternatively, FAQs can also complement blog posts on a topic by answering the most important questions as part of the blog post. Especially for information-based keywords (the main intent of searchers is to get information), this can be a sensible solution. Advantages Easy to maintain Good chance of being found Disadvantages Individual FAQs require a minimum amount of content May become lost on the website (poorer usability) SEO-Compliant Setup Correct headline structure Minimum amount of content Cross-linking between similar FAQs/blog posts Links to relevant product pages or services To feature the FAQ more prominently on the website, FAQ could be established as a blog category and this category page could be linked to. Implementation of structured data (see below) The SEO-friendly Embedding of FAQ Sections To create FAQs that are optimized for both users and search engines, layout and technical embedding are also important. A widespread method is accordions, where only the question is visible and the answers can be expanded. These sections do not take up much space and are clear to page visitors. But how does Google rate content that is not directly visible but must be expanded? Are Accordion Elements for FAQs SEO-Friendly? The first question is, how was the accordion technically implemented? Are the collapsed contents visible in the source code, or are they loaded only after clicking? From an SEO perspective, it is important that all relevant content is available in the source code and does not require action. For example, a collapse function using CSS is more effective than a JavaScript action that triggers the display of the content. And how about the contents themselves? Traditionally, Google rates content higher when it is directly visible. However, due to the focus on mobile, this evaluation has slightly shifted. “Hidden” because collapsed content is a legitimate solution for maintaining clarity on mobile sites for usability reasons. Google itself has been saying for years that all information in the HTML is read and considered, even if it is “hidden” in accordions or tabs. Various studies (for example by Searchpilot in 2020) suggest that directly visible content performs better than “hidden” content. Therefore important content should preferably always be visible without additional clicks. For FAQ sections on pages, however, accordions remain an important way to keep content organized. Alternatives to Accordion for FAQs Accordions are not the only way to integrate FAQs without users having to scroll through long text blocks. Tabs are another option, but there remains the factor that “hidden content” may rank worse. An alternative is to integrate the FAQs as plain text but add a table of contents with jump links so that visitors can quickly find the question they are looking for. Optimize FAQs for Search Engines - 3 More Tips Above we have already provided hints for an SEO-compliant structure of the various types of FAQ pages and the technical integration. We would like to give you three additional tips to get the most out of your FAQs. Identify Relevant Questions If you have set up your FAQ section so that each question is a separate page, we recommend using a keyword analysis to research sub-topics or questions of interest. If you have already collected questions that you know from practice are relevant because, for example, customer service frequently receives them, keyword analysis helps describe these questions using the words your target audience uses. The goal is to identify terms or phrases that are frequently searched. You can use these sources for keyword analysis and identifying questions: Paid keyword tools Free keyword tools (for example, answerthepublic) Google search results: Google Suggest (suggestions from Google when entering terms into the search), questions in Google Search, related terms under the search results Google Trends SEO tools that display competitors' keywords Your own analysis tools, especially Google Search Console, which shows you which topics and questions you already have some visibility for. Internal site search Social media comments and platforms like Reddit Screenshot from the SERPs - Example E-Bikes Using “E-Bikes” as an example, this incomplete list of general topics and questions can be identified: Which E-Bike is recommended? (Question in Google search results) How much watt should a good E-Bike motor have? (Question in Google search results) How much does a good E-Bike cost? (Question in Google search results) Which E-Bike suits me? (Keyword tool in SEMrush) How long does an E-Bike battery last? (Keyword tool in SEMrush) Who repairs E-Bikes? (answerthepublic) How to charge E-Bike battery? (answerthepublic) Use FAQ Markups If your CMS allows it, it is advisable to embed structured data to help Google interpret and categorize content. In the case of FAQs, the FAQPage markup ensures that Google recognizes what is a question and what is an answer and can classify this content as an FAQ. Detailed explanations can be found at Google as well as on schema.org’s page for the FAQPage and the QAPage . Structured data can be checked in Google's tool “Rich Results Test” The tool shows which markups have been integrated and identifies any errors. Using the example of testberichte.de, we see in the Google tool that the FAQ markup is used: Important: According to Google's statement , the same question and answer must not be marked up multiple times. For SEO reasons, it is optimal to create unique FAQs if, for example, you embed FAQs on product pages. If you still want to embed identical FAQs on different pages, these should only be marked up on one of these pages according to Google, as otherwise it would violate their guidelines. Optimize Internal Linking One of the biggest advantages of a FAQ section on the website is, besides generating relevant content, the possibility of improving internal linking . Linking related pages within your website or online shop strengthens the linked page and also helps users discover new content and stay on your website longer. Consider for each question whether there are relevant products, services, blog posts, other FAQs, or other pages you can link from the text. For good internal linking, use descriptive link text instead of general text like “read more here.” To identify suitable links, it is also useful to ask the question after creating the FAQ text: what is the most logical next step for users who are asking this question and have read this content? Is it a product page? Are there usually more questions? Is the answer to the question to use your service? Alternatives and Complements to FAQs FAQ sections and pages are not the only way to effectively expand regular content. A well-thought-out SEO strategy considers all types of content to increase visibility for keyword combinations and related keywords. A powerful strategy is glossaries that explain technical terms. An application could be to compare different materials, cuts, or designs for a product and thus provide additional decision-making help for customers. Idealo, for instance, integrates a glossary section on category pages instead of a FAQ section, where relevant terms for the category are explained. Best Practice - Examples of Successful FAQ Pages There are many examples of well-thought-out FAQ pages on the internet that have been sensibly structured and answer meaningful questions about the respective topic. Every industry, every target group, and every company is individual, but it can still be helpful to look at best practice examples for inspiration. Therefore, we have put together some FAQ sections and FAQ pages that we find successful: Samsung Technical devices are a good example of products for which many questions are asked before a purchase decision. Especially the expensive, annually released models from large companies such as Samsung and Apple with their technical details offer a lot of potential for explanations and help in product choice. Samsung answers the most important questions on the product presentation page in the FAQ section. On the product page in the shop, purchase-related questions are mainly answered. Here you will find a mix of generic questions and specific questions and answers. In the first answer, you can see how the general question was answered in relation to the product. Booking.com A FAQ section does not necessarily have to be named “FAQ.” Booking.com calls it “Quick Help” and organizes the questions by their topic. Jump links have been added at the top of the page, allowing you to jump directly to the desired category without having to scroll for long. Avocadostore The Avocadostore also organizes the FAQ section by topic and directly suggests questions on the FAQ overview that are likely to be frequently asked. This saves users with these questions a click without losing clarity through categorization. Zalando Zalando also uses categories that are always accessible via navigation, so users can easily jump between FAQ sections. Content Optimization from FAQ to Blog with the internetwarriors Do you want to improve your organic visibility with optimized content? Our experienced SEO team knows all the tricks and tools to be better found on Google. We analyze your content , support you with optimization, or deliver relevant optimized content for your website or online shop. This can be FAQ texts, but, for example, also product descriptions or blog posts. Just contact us, we will gladly create a non-binding individual offer for you!

Why the 95:5 Rule is Revolutionizing B2B Marketing

Apr 17, 2025

Axel

Vortex

Category:

Growth Marketing

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In today's B2B marketing, there is often tremendous pressure: Every lead counts, and every conversion must happen as quickly as possible. Marketing teams are gauged by short-term KPIs, and your focus is nearly exclusively on capturing the few potential clients ready to make a purchase right now. But what if this approach is fundamentally flawed and ignores the greatest growth potential? This is where the provocative yet evidence-based work of Professor John Dawes from the renowned Ehrenberg-Bass Institute for Marketing Science comes into play. His research challenges conventional wisdom and introduces the 95:5 rule: A simple yet transformative idea suggesting that at any given time, only about 5% of your potential B2B clients are actively seeking a solution in the market. The overwhelming 95% are part of your target audience but are not (yet) ready to buy. A marketing strategy focusing solely on the "hot" 5% risks overlooking the vast growth opportunities present in this larger, currently "passive" segment. You’re competing in a crowded pond for few fish, while an ocean of potential future customers is largely ignored. In this article, we dive deep into the 95:5 rule. We explore the problem of "now" obsession in B2B marketing, explain the scientific foundation of the rule, and most importantly, show you concrete, actionable strategies on how to adjust your marketing to not only serve the 5% but also win over the critical 95% for future success. The Problem: The Dangerous Fixation on the "Immediate" 5% Marketing and sales teams are under constant pressure to generate leads that quickly turn into revenue. This environment fosters an excessive reliance on bottom-funnel tactics: Performance Marketing: Paid search, retargeting. Sales Activities: Aggressive cold calling, direct approach via LinkedIn Sales Navigator. Content: Focus on product comparisons, case studies, demo requests. All these efforts target the small group of the 5% actively seeking a solution. This fixation on the "now" carries significant drawbacks: Intense Competition: Every one of your competitors is vying for the same 5%. This drives up costs for keywords, ad space, and ultimately customer acquisition costs (CAC). Lack of Differentiation: Amid the hustle of bottom-funnel offers, it becomes increasingly difficult to stand out from the competition. Messages often sound very similar ("We boost your revenue," "Our software solves problem X"). Missed Potential: The 95% not buying right now are overlooked. When these potential clients are ready to purchase in 6, 12, or 18 months, they may never have heard of your brand or formed no positive association with it. Weak Negotiation Position: If a buyer meets your brand only when deeply into the buying process and actively comparing options, your chances of winning the deal are statistically low. Brands that are familiar and trusted beforehand have a massive advantage. Solely concentrating on the 5% is a reactive approach, which incurs high costs and leaves long-term growth potential untapped. The Paradigm Shift: Understanding the 95:5 Rule The 95:5 rule is not an arbitrary number but based on extensive research by the Ehrenberg-Bass Institute, known for its evidence-based marketing principles (including Byron Sharp’s bestseller "How Brands Grow"). The core message is simple but profound: 5% are "In-Market": This group has a recognized need, is actively researching, and is ready to make a purchasing decision in the near future. 95% are "Out-of-Market": This group belongs to your potential target audience (e.g., companies of the right size and industry) but currently has no need, urgency, or awareness of a potential problem. They are, however, your future buyers. The key insight is: The 95% are not a lost group but your most important asset for future growth . If you manage to be present with this vast majority before they even think about a purchase, you have an unbeatable advantage when the need finally arises. The Solution: Building Bridges to the 95% – Marketing for the Future So how do you reach the 95% who are not actively listening right now? The answer lies in building Mental Availability . This concept, central to the Ehrenberg-Bass Institute's work, describes the likelihood that a buyer thinks of your brand in a relevant buying situation. Imagine the CTO of a manufacturing company (part of your 95%) reading a technical article about production optimization. If your ERP systems brand comes to mind positively because he recently saw an interesting ad or a relevant post from you, you’ve created mental availability. Months later, when he is actually evaluating a new ERP system (and becomes part of the 5%), your brand is already positively anchored in memory. How Do You Build Mental Availability? Broad Reach: You need to reach as many potential buyers within your category as possible, including the 95%. It’s about generating a large number of market contacts over time. Consistency: Brand building is a marathon, not a sprint. Regular presence over long periods is crucial. Distinctive Brand Assets (DBAs): These are the sensory and semantic cues that help buyers easily recognize and remember your brand without having to read the brand name. These include: Logo Color scheme (e.g., Telekom Magenta, IBM Blue) Slogan or tagline Jingles or sounds (e.g., Intel Inside) Characters or mascots Unique visual style in ads and content These DBAs must be used consistently to build strong memory structures. Linking with Category Entry Points (CEPs): CEPs are the various situations, needs, or problems that prompt a buyer to think about a specific product or service category. Examples in B2B: "We need to reduce our production costs." (--> ERP system, automation solution) "Our current software is outdated and no longer secure." (--> New software solution) "How can we make our sales processes more efficient?" (--> CRM system, sales automation tool) Effective marketing links the brand’s DBAs with relevant CEPs in the target audience’s mind. The 95:5 Rule in Practice: 4+1 Strategies for Your B2B Marketing Based on the insights of John Dawes and the Ehrenberg-Bass Institute, specific recommendations arise: 1. Rethink Success Measurement: Look Beyond Immediate Sales The greatest mistake is measuring the success of marketing activities—especially those targeting the 95%—solely by short-term sales or leads. If 95% of your audience cannot buy immediately, 95% of your efforts will inevitably have a delayed impact. What You Can Do: Measure Brand Health Metrics: Track long-term indicators like unaided brand awareness (when asked "Which providers for X do you know of?", is your brand mentioned?), aided awareness, brand image, and recognition of your DBAs. Measure Reach: What percentage of your total addressable market (TAM) do you reach with your marketing activities over time? Is this percentage growing? Measure CEP Associations: (Advanced) Understand with which buying situations your brand is associated and if you occupy the most relevant CEPs. Accept Longer Periods: Building a brand takes time. Do not expect immediate miracles but track trends over quarters and years. 2. Prioritize Reach: Speak with More Potential Clients Many B2B marketers believe in the power of high frequency—the assumption being that complex buying decisions require many touchpoints. However, Ehrenberg-Bass research shows this is often inefficient. What You Can Do: Focus on "Unique Reach": Invest your budget so you reach as many different potential buyers in your category as possible, rather than targeting a few repeatedly. The first exposure to advertising often has the most impact on memory. Further repetitions have diminishing returns. Utilize Broad Channels (sensibly): In addition to targeted performance channels, broader reach channels can also be sensible in the B2B context, such as trade media, industry newsletters, relevant podcasts, LinkedIn brand awareness ads, YouTube, or even industry-specific events. Be Patient: It takes time to achieve broad market penetration. 3. Focus on New Clients: The True Growth Engine A widespread misconception is that growth can mainly be achieved through more sales to existing clients (upselling, cross-selling). However, the data clearly show: The greatest growth potential almost always lies in acquiring new clients (penetration). What You Can Do: Primarily Align Your Marketing with Acquisition: Indeed, customer retention is important, but most of the marketing budget and strategic efforts should aim at acquiring new buyers for the brand—reaching out to the 95%. Understand the Limits of Loyalty: Existing clients often have a natural cap on what they can or are willing to buy from you. Excessive efforts to yield more from them often result in low returns. 4. Build and Defend Distinctive Brand Assets In a sea of often generic B2B messages, strong, recognizable brand elements are invaluable. What You Can Do: Identify and Define Your DBAs: What makes your brand unique and recognizable? Is it your logo, colors, slogan, a specific visual style? Use Your DBAs Consistently: Deploy these elements across all marketing channels and touchpoints—from the website to ads to sales presentations. Resist the Urge for Frequent Rebranding: New marketing leaders often want to leave their mark by redesigning everything. This can be disastrous as it destroys memory structures built over years. Instead, strengthen and nurture your existing assets. Changes should be evolutionary, not revolutionary. +1. Adapt Creativity and Messaging for the 95% How Do You Talk to People Who Have No Immediate Buying Need? Be Interesting, Not Just Sales-Driven: Provide valuable content, insights, or entertainment relevant to the industry, even if it does not directly prompt a purchase. Focus on Branding: Use creative approaches to create positive associations and embed the brand in memory. Tell stories, show expertise, build trust. Link Yourself with CEPs: Communicate in which situations your solution is relevant to set the right triggers in the target audience's mind. Less Hard-Sell, More "Always-On": It’s about continuous presence and being perceived as a helpful and competent resource. Balance Is Key: Not an Either-Or The 95:5 rule does not mean neglecting performance marketing or serving the active 5%. Quite the opposite: An optimal approach combines both: Long-Term Brand Building (for the 95%): Investments in reach, DBAs, CEP linkage, and creative brand communication. Short-Term Activation (for the 5%): Efficient performance marketing activities, sales enablement, and conversion optimization to capture demand as it arises. The art is to find the right balance and synergy between these two approaches instead of focusing on just one. Conclusion: Think Long-Term, Act Strategically The 95:5 rule by John Dawes and the Ehrenberg-Bass Institute is more than just an interesting statistic; it is a fundamental wake-up call for B2B marketing. It challenges us to rethink our obsession with immediate results and embrace a longer-term, more strategic perspective. By consciously starting to advertise for the 95%—through building mental availability, prioritizing reach, focusing on acquiring new clients, and consistently using distinctive brand elements—you lay the foundation for sustainable growth. You reduce the reliance on expensive bottom-funnel battles and increase the likelihood that your brand will be the first choice when your future clients are finally ready to buy. It’s time to end the chase for the 5% and start cultivating the ocean of the 95%. Your future self (and your sales team) will thank you for it. Sources and Inspiration This article is significantly inspired by the work and publications of Professor John Dawes from the Ehrenberg-Bass Institute for Marketing Science. His research on the 95:5 rule and the principles derived for effective marketing, especially in the B2B context, presents a valuable, evidence-based challenge to traditional marketing approaches. We encourage all marketing professionals wanting to dive deeper into this matter to engage with the publications and discussions by Professor Dawes and the Ehrenberg-Bass Institute to gain a more comprehensive understanding of long-term successful brand management.

Reddit SEO: Between Myth and Reality

Mar 27, 2025

Ina

Bondarev

Category:

SEO

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Where else can you find heated debates about nuclear physics alongside cat pictures and the best baking recipes? Only on Reddit. With over 1.5 billion users, Reddit is one of the largest and most influential online communities in the world. Reddit - A gold mine of marketing potential or a minefield for companies? The platform offers enormous potential but also presents risks. Is Reddit SEO even feasible? And how can companies win over the Reddit community without breaking the rules? In this article, we will take you on an expedition through the Reddit universe and show you how to generate more traffic, enhance your brand awareness, and gain valuable leads. Discover the secrets of Reddit marketing! Reddit: Where Diverse Communities Come Together Reddit is a unique entity. Those who don't speak its language quickly get lost in the jungle of Subreddits. Understand the nuances of this platform before you start your Reddit online marketing. What is Reddit?  Reddit is a social media platform where you can share, discuss, and rate content. What sets it apart: Reddit is divided into countless Subreddits – thematic communities where users exchange specific interests. From cat pictures to programming tips and political debates, you can find it all. You can create posts with videos, images, and texts, and interact with other users. Especially valuable for businesses: the intense exchange within these communities. Here, you can identify and better understand your target audience. How Does Reddit Work? Reddit has clear rules you need to follow if you want to use the platform for your marketing. The most important rules for your marketing are: Authenticity over advertising – forget about blatant promotional messages! Reddit is about authentic exchange and valuable contributions. Advertising is (mostly) taboo: Reddit supports advertising only to a very limited extent. Direct product advertising is not allowed in most Subreddits. Inform yourself about the exceptions and possibilities, such as paid ads.   Here you can find the complete Reddit rules. Take the time to read them thoroughly before starting your marketing! Deep Dive into Subreddits Reddit is more than just a platform – it’s a universe of thousands of communities with their own rules and cultures. The heart of Reddit is the Subreddits – thematic communities where users exchange interests. Each Subreddit has its own rules – and you should definitely know them before interacting with the community. Humor is welcome in some Subreddits, strictly forbidden in others. Some communities value detailed contributions, while others prefer short and concise comments. Take the time to read the rules of the Subreddits you want to be active in. This will help you avoid unpleasant surprises and ensure your contributions are well-received: Fig. 1: Screenshot Reddit community rules - https://www.reddit.com/r/marketing/   Choose the right Subreddits for your topic! Reddit offers a huge selection of communities – from /r/technology/ for tech news to /r/entrepreneur/ for entrepreneurs. If you're developing software for musicians, /r/wearethemusicmakers/ is the right place to connect with potential customers. Research the relevant Subreddits and analyze the discussions there. This way, you can find out where your target audience is active and what topics interest them: Fig. 2: Screenshot - Overview of top communities ( https://www.reddit.com/best/communities/1/ ) If in doubt: Ask the mods! If you're unsure whether your post complies with a Subreddit’s rules, contact the moderators. They are happy to help. Upvotes and Downvotes are the heart of Reddit culture. They show how the community rates your posts. Constructive contributions and helpful comments are rewarded with Upvotes, spam and inappropriate behavior are penalized with Downvotes. Reddit is more than a platform for discussion and knowledge exchange. It’s a place where ideas are born, trends are set, and opinions are formed. Use the dynamics of this community to reach your target audience and advance your business. Reddit: Secret Tip for Your Online Marketing or Time Waster?  Strategies Reddit can be leveraged with a bit of background knowledge about the platform. The platform polarizes – and precisely for that reason, it holds enormous potential. But how can you use Reddit for your online marketing strategy? We show you how to harness the power of Subreddits! The Secrets of Reddit Rankings Forget keyword density and CTR optimization! On Reddit, engagement and community count. These factors influence your Reddit ranking: Upvotes and Downvotes: The more Upvotes your post receives, the higher it will rank in the Subreddit. A post with many Upvotes and lively discussion will rank higher than a post with only a few Upvotes, even if it is perfectly optimized for keywords. Engagement: Reddit loves active discussions and comments. It shows that your post is relevant and interesting to the community. Encourage interaction by asking questions, responding to comments, and participating in the conversation. Recency: Reddit prefers fresh content. Older posts lose visibility over time. To keep your content ranked high, post regularly and keep your content updated. Understanding how Reddit rankings work enables you to create content that engages your target audience and drives traffic to your website. Remember, it’s not just about getting Upvotes, but also about creating valuable content that sparks conversations and builds relationships with your audience: Fig. 3: Screenshot - Overview ChatGPT community, “hot” posts - https://www.reddit.com/r/ChatGPT/   Reddit Online Marketing: An Explosive Mix for Your Business! Downvotes, Karma, Subreddits – Reddit is a world of its own. But that's precisely what makes the platform so valuable for your online marketing! It's all about authentic exchange and valuable contributions. Reddit is not a place for blatant advertising - SEO is redefined here. Those who understand this can leverage the platform: Build expertise: Become a thought leader in your community In certain Subreddits, you can position yourself as an expert by actively engaging in discussions and sharing high-quality content. Over time, you’ll be seen as a trusted voice in your niche. This pays off: Google rewards expertise with better rankings (E-E-A-T factors). Understand your target audience: Get to know your customers on Reddit Reddit is a goldmine for businesses that want to truly understand their target audience. Here, you can gain valuable insights and optimize your products/services without expensive market research. Find out what moves your customers and what topics they are interested in. Spot Trends: Stay a step ahead of the competition Reddit is known for its timeliness. Here you find the latest trends in your industry. Use this knowledge to adapt your marketing strategy and stay ahead of the competition. Google Bonus: Use Reddit SEO for your search engine optimization Google is the only search engine that indexes Reddit results. This means: If your posts are current and have many Upvotes, they can appear in the SERPs and bring valuable traffic: Fig. 4: Screenshot Google search results - “Cats community”, Reddit The secret weapon for your recruiting Forget impersonal job portals! On Reddit, you'll meet engaged talents who are genuinely interested in your company. In theme-specific Subreddits (e.g., job search), you can post job ads and connect directly with potential candidates. The reach may be smaller than on other platforms, but you’ll meet highly motivated candidates who perfectly fit your corporate culture. Note: Posting job offers is only allowed if explicitly permitted in the community rules. Are you looking for talented employees who share your passion? Then get active on Reddit! Marketing: Who Is Reddit SEO Suitable For? Reddit not only offers opportunities for recruiting but is also a valuable platform for online marketing and SEO. Startups can win their first customers on Reddit and collect valuable feedback. Large companies can use the platform to increase their brand awareness and communicate with their target audience. Your Advantages of Reddit SEO Marketing at a Glance: Build expertise: Position yourself as an expert in your industry. Understand your target audience: Get to know your customers and optimize your products/services. Spot trends: Stay a step ahead of the competition. Google Bonus: Achieve better ranking in Google search with your Reddit posts. Share your expert knowledge through theme-related case studies! Show potential customers how you can help them solve their problems.  Another advantage: By being active on Reddit, you increase your visibility. However, always exercise caution: no advertising or community-disallowed actions to avoid receiving downvotes/violating rules. Reddit SEO Tools Now that we have found out that Reddit SEO is feasible, albeit with a completely different form and perspective compared to traditional SEO, it’s important to consider which specific Reddit SEO tools exist and which ones are right. Keyword Research: Indeed, you can research keywords for Reddit as well. Here, as mentioned, it's important to focus on the topic (Subreddit), relevance, and natural implementation. With the right keywords, your Reddit post can appear on Google. You can proceed traditionally and use tools like SEMRush . To understand what the most relevant keywords are, you should analyze your Subreddit and precisely filter out what can be used. The informational content is crucial, as Reddit is not an advertising platform. For research and inspiration, the tool AnswerThePublic is perfect. Here you can excellently analyze questions and derive keywords from them. You can also use Google search. You should enter the search word combination site:reddit.com (e.g., cats site:reddit.com) in the search bar and then, e.g., analyze the top threads as keywords using Google’s Keyword Planner. This gives an overview of what Reddit offers for the search query: Fig. 5: Google query - cats site:reddit.com Additionally, you can access specific keyword tools for Reddit: The tool Keyworddit offers the possibility to analyze Subreddits directly and obtain ideas comprehensively. However, it is only available for the US-American realm, meaning US-Reddits. It might also happen that the tool doesn't extract keywords from the Subreddit because it doesn’t find any. However, the listed topics can be seamlessly used further in search. Anvaka.github is another free tool that not only enables analysis and overview of posts once the Subreddit name is entered but also shows related Subreddits. This provides an easy, comprehensive overview of related topics. More general topics can be specifically used for further research. However, it might also occur that no thematically related Subreddits are found. In summary, when choosing a Reddit SEO tool, you have relative freedom. Even if a direct Subreddit SEO analysis cannot be conducted (e.g., because no data is available), you can still identify the keywords that are relevant and have sufficient search volume for the topic. The focus should be on informational content, long-tail keywords, thematic alignment, non-branded keywords, and W-question keywords. Therefore, it’s worth focusing on keyword tools.  If you are interested in the topic of keyword research, check out our blog post with insider knowledge ! Behind the Scenes of Reddit SEO: Benefits & Challenges It's always valuable to know what opportunities you have when undertaking certain steps. Even more interesting is the question of the risks: Are they worth it? For this reason, we have critically examined Reddit SEO to succinctly point out the pros and cons:  Benefits Reddit can be an effective SEO tool when used correctly. By actively participating in thematically appropriate Subreddits, you can not only generate valuable traffic but also establish authority in your niche. With a clever strategy, you can discover and leverage the following advantages of Reddit SEO: 1. Backlinks: Among the advantages of Reddit SEO optimization, backlinks certainly count. Despite the nofollow links, it generates significant referral traffic. 2. Authority and Expertise: By actively engaging in communities, answering questions, and crafting content, you can position yourself as an expert and thus indirectly influence the E-E-A-T factors. 3. Google Rankings: It should not be forgotten that Google can rank Reddit posts relatively high (conditional relevance). 4. Trends: There is the possibility of going viral with the post and keeping an eye on trends. Challenges However, SEO on Reddit is anything but intuitive. The benefits face challenges and there are additional hurdles you may encounter: 1. Backlinks: This is also a disadvantage because Reddit undermines self-promotion and "blatant" link placement (always consider community & mentioned Reddit rules). 2. Guidelines: Strict rules and moderators in the respective Subreddits should never be overlooked or neglected. 3. Downvotes: You can also be downvoted. 4. Time: It’s quite time-consuming to achieve sustainable SEO successes. 5. Subtle Difference: You must carefully distinguish between measures for a company on Reddit, a person on Reddit, and a person from a company, because not everything fits or can be implemented (in traditional form or known from other platforms/websites). 6. Traditional SEO doesn't work in the Reddit community. Your Small SEO Guide for Reddit Now that Reddit and its peculiarities are clear, we can derive some results and thus give you a small SEO guide for Reddit: 1. If you decide on an account on Reddit , choose the right niches or communities so you not only share a wavelength with other participants but also remain specific and precise in your comments, posts, and discussions. Golden Rule: When sharing and writing content, remember to stay factual and informative, as Reddit users particularly appreciate added value. 2. Optional: If you manage to become an active participant in the community, you can try to set a natural link (not a blatant link) to your company. However, ensure it’s not an advertisement, but an added value (e.g., case study, sharing knowledge, etc.). Subreddits like AMA (Ask Me Anything) or a thematically relevant community can be well-suited for this. Always bear in mind that such measures can involve certain risks. Thus, it is recommended as an optional measure.  3. Think outside the box : This could really be the restart for your SEO strategy. With Reddit, you can conduct relatively good target audience analyses, especially among very specific target groups (thanks to Subreddits). Moreover, you can also clear up specific questions since experts frequent Reddit. By actively and usefully participating, you can also become an expert or a thought leader. Ideas for topics for keyword searches can also be found in some Subreddits, as many relevant and interesting topics are discussed daily. At a Glance: The question "Can I do Reddit SEO for my product/service?" can probably be answered more with " no ", because you don’t really have the means to do so, and if you do, then only indirectly (especially connected with time effort). Direct Reddit online marketing is thus not possible. More important, however, is how you integrate and use Reddit in your SEO strategy. Our conclusion is: no classical SEO measures on Reddit but use Reddit for SEO measures. Get to know your own target audience better, never miss important trends again, and don’t forget that in principle, you can also monitor opinions on your brand or product in specific Subreddits! Harness the potential of Reddit and improve your website's performance!  With Reddit SEO, It Doesn’t End! Are you curious about what else our warriors team knows and can do, or are you perhaps seeking targeted support in the area of SEO , Paid , Strategy , or Web Analysis ? Feel free to check out our services and get a non-binding and free initial consultation from our experts!

Website Optimization - Effectively Boost Conversions

Mar 21, 2025

Alexander

Frank

Category:

Search Engine Advertising

Various devices with different optimization possibilities

Welcome to the fifth and final post of our blog series “5 Tips on How to Keep Your Online Marketing Strategy Relevant in Times of Automation” . In this part, we focus on Website Optimization . We discuss why it's important to keep an eye on the competition, the ways to identify them, and how we can leverage insights to gain advantages. If you missed the previous parts of the series, feel free to check them out. We talk about why it's important to define the right business goals , the benefits of broadening your online marketing channels , why contextual advertising is often underestimated, and how a competitor analysis can provide a competitive edge. Optimizing Your Content Arguably the most important aspect of optimization is undoubtedly one's own website. No matter how much effort we put into optimization measures before the click - if the foundation, the website, is not right, we cannot be successful in the long run. Therefore, it's essential to make the user experience on our website as smooth, enjoyable, and intuitive as possible. It starts with user-friendly navigation that guides users clearly and directly through the pages to their intended goal. An optimized checkout process, guest checkouts , as well as up-to-date and secure payment methods , also help to reduce cart abandonment hurdles. To ensure everyone finds what they need quickly on our site, it might also be worthwhile to implement an intelligent site search that provides suggestions during the actual search and, in some cases, shows product recommendations directly. We'll see what such an intelligent search looks like in the following example from Nike. But even on specific landing pages, where we either advertise strategically or want to push in other ways, there are additional content optimization measures: Clear and compelling offer Effective call-to-actions Adequate information for informed (purchase) decisions Trust-building elements Fast load times + Mobile optimization A/B testing! The Impact of FAQs Today, we have less and less time to convince people of our offer. Therefore, it's all the more important to answer as many questions as possible already on the landing page. FAQs, for example, in an “accordion element,” help provide as much information as possible that users can expand when needed without being overwhelmed by walls of text. At this point, the importance of A/B testing for landing page optimization should be highlighted . They serve as one of the key elements for improving performance and should always be an integral part of optimization measures. All major companies have likely subjected their landing pages to hundreds or thousands of tests, and for good reason. Quick tip : External tools like Hotjar or Microsoft Clarity help enormously in better understanding user behavior on the site and making data-driven optimizations. The content available on landing pages should also depend on the target audience the page is intended for. Providing Solutions & Contact Options When generating leads, we should ensure we provide adequate contact opportunities . A persistent contact field can be helpful here, allowing users to establish contact when they're ready without having to search. This is particularly relevant for pages with a large amount of text content. Here, we also bridge to target group definition from Tip #2. On our landing page, we now have the opportunity to understand the pain points of our target group and present solution approaches . An effective means can also be showing opportunity costs if a collaboration is foregone. It quickly becomes clear how the service could impact one's own company and how much working hours and/or money can be saved. By sharing expert knowledge, such as case studies, white papers, or webinars , we not only inform and qualify our target group in advance but also create a higher level of trust. This is especially important in B2B, as the costs for offered services can easily reach six to seven figures in euros, and decisions are often made at the highest business levels. Those who score with their expertise in advance significantly increase their chances of being commissioned. On product pages, alongside many of the previously mentioned points, the following content optimization options can also be added: High-quality product images Detailed product descriptions Encouraging/displaying customer reviews Product recommendations/similar products/“Often bought together” Product videos Price and market analyses Clear, customer-friendly return policies Focusing on Customer Satisfaction We should make it as easy as possible for users to decide whether the product is relevant or not. Above all, high-quality content on the product page helps. The impact of customer reviews should also never be underestimated, especially for high-priced products. Nowadays, many people compare products in advance, and one of the crucial criteria is often a good product rating. Not only do we benefit to some extent from user-generated content, but we also have the opportunity to see what customers appreciate about our product and, importantly, where we can still improve. Those who actively reach out to their customers, take suggestions for improvement, and then implement them, increase long-term customer satisfaction and thus also customer loyalty . Speaking of customer satisfaction: A good customer support is, of course, essential for long-term success. If we receive an inquiry from a dissatisfied customer, we have the chance to turn the negative experience into a positive one. This not only leads to a better customer experience but often also reflects in customer reviews, which can directly impact the purchase decision and give the brand a more positive image. Through email marketing or newsletters , we effectively reach existing customers and prospects, announcing new products or promotional offers. Often, such offers are exclusively available to newsletter subscribers, which can positively impact the signup rate. This way, we gather more customer data without significant monetary additional costs while simultaneously providing attractive offers. With loyalty programs , customers can be retained long-term by the company, increasing the number of repeat buyers. These programs range from points for purchases to referring other people to cashback promotions or subscriptions with additional benefits or discounts. There are therefore manifold website optimization possibilities that can help improve the user experience, increase CLTV, and thus also have a direct impact on various marketing channels. As mentioned earlier, website optimization is undoubtedly one of the most effective measures to improve performance since it is the place where most users ultimately convert one way or another. Conclusion In conclusion, we return to the initial question: Will online marketing become obsolete due to developments in AI and automation ? Here we can reply with a resounding NO . Those who rely solely on automation and AI for their marketing strategy will lose in the long run. While all the new AI features are indeed helpful and can enrich online marketing, they are not the ultimate solution. The heavy reliance on data, on which AI is based, enables the processing of countless pieces of information, but it is also its greatest weakness. Many data points are often inaccessible, and important connections are thus lost. Apart from advertising platforms, there are many other optimization possibilities that should be utilized to get the most out of one's strategy. Ultimately, only the proportion of work shifts from operational to strategic . And for that, at the end of the day, you still need a human with experience. Thank you for your attention! We hope you enjoyed our blog series on “5 Tips on How to Keep Your Online Marketing Strategy Relevant in Times of Automation” and that you can not only justify your marketing job better to your boss but also take away a trick or two. If you haven't seen our other blog entries yet, feel free to check them out! Automation in Marketing - Part 1 | Optimize for Goals Automation in Marketing - Part 2 | Channel Diversification Automation in Marketing - Part 3 | Contextual Advertising Automation in Marketing - Part 4 | Competitor Analysis Automation in Marketing - Part 5 | Website Optimization for More Conversions Did we forget something important, or do you have further questions on any of the topics? Then feel free to write it in the comments!

Competitive Analysis: Understanding Competitors, Optimizing Strategies & Strengthening Market Position

Mar 18, 2025

Alexander

Frank

Category:

Search Engine Advertising

The post banner with title, background image, and icon | Competitive Analysis by Alexander Frank

Welcome back to our blog series “5 Tips on How to Keep Your Online Marketing Strategy Relevant Even in Times of Automation”! In this part, we focus on a often underestimated yet essential topic: Competitive Analysis. Why is it so important to keep a close watch on the competition? What tools and methods can help identify relevant competitors? And above all: How can strategic advantages be derived from these insights? This is exactly what we will explore in this post. If you missed the previous parts of our series, feel free to take a look - there we discuss, among other things, why clear business goals are essential, how to optimally position your online marketing channels , and why Contextual Advertising is often underestimated. Competitive Analysis - What is the competition doing? Competition is well-known for driving business. While this is often a blessing for end consumers, it has already broken many companies as their product suddenly became irrelevant, and thus their customers stayed away. Therefore, it is essential to never lose sight of your own competition and to regularly look out for new, emerging companies. A so-called competitive analysis is recommended for this purpose. First of all, it is necessary to identify your competitors . There are numerous ways to do this. Anyone already using Google Ads can easily access the auction insights within the campaigns and see which companies are actively participating in the auctions and how aggressively they are doing so. The metrics “ Top of page rate ” and “ Absolute top of page rate ” help us here by indicating how often we appear in the auctions either in the first three results, or even at the very top. By looking a bit more closely, we can even determine if we might be overbidding and artificially driving prices up. Other ways to understand the competitor's approach If you're interested in what type of advertising the competition is running and what images and texts are being used, the ad libraries of all major advertising platforms are recommended. There, we can see exactly which ads have been played by other companies, completely effortlessly and for free. For example, the Google Ads Transparency Center and the Meta Ads Library are mentioned here. But additional information such as rough target groups, estimated budgets, and targeting options can also be gleaned there, albeit not in detail. Other platforms like LinkedIn or TikTok also have such libraries that are extremely helpful for competitor analysis. Other options include external tools (e.g., Semrush, Similarweb, Ahrefs), generative AI tools (Google Gemini, ChatGPT), or simply the classic Google search . This allows us to see aside from Google Ads who potentially appears with us in auctions, or which companies also rank organically or show presence in another form for relevant search queries. We can also relatively simply identify and use the relevant content of the competition for our analysis. Once the competitors are identified, we can start the actual competitive analysis and thus gain a better overview of the competitive environment we are operating in. Topics we should look at more closely include, among others: Website - What does the site look like? Is it a one-pager, or does it have a more complex design? Is the navigation simple, or rather more nested? How high is the informational content? What kind of approach is used? How easy is it for a user to convert? Marketing Strategy - What fundamental goals are pursued? Which actions are potential users supposed to take on the website (appointment requests, demos, downloading informational materials, product purchases, etc.)? Online Marketing Activities - Which channels are being played, which advertisement formats are used? Social Media Presence - What topics are covered? What works well, what doesn’t (engagement)? Where are there still gaps for our own positioning? Price and Offer Structure - Are discounts or other promotions frequent? Does the quality justify the prices, or is there an increasing reliance on low-priced products? Customer Reviews and Feedback - What do the customers say about this competitor? What do they like, what do they criticize? Summarize and keep an overview For better visibility, we can also summarize the insights gained in a classic SWOT analysis to visualize the current situation. This helps us to understand the status quo more easily, highlight our own strengths better, and identify potential gaps . Additionally, it can be worthwhile not only to compare the competitors to our own company but also to compare them with each other as part of the competitive analysis. This way, we may recognize commonalities and overlaps on which we should particularly focus. These analyses help us to gain a better understanding of our own USPs . Moreover, we can discover new potentials and play segments or products that have hardly existed until now. Based on this, we optimize our marketing strategy and in some cases can even predict new trends . If we discover significant differences in the price structure compared to our competitors, it becomes easier for us to justify our own prices . Perhaps our products are indeed more expensive than those of the competition, but in return, they are more robust and durable. This can be effectively communicated. We learn from the weaknesses and mistakes of our competitors through customer feedback and can ideally profit from them. By targeting communication that addresses the exact problems and concerns of the target group, we gain a competitive advantage and ensure better customer satisfaction and loyalty from the very beginning . By implementing the measures defined from this, not only do we ideally save a lot of money and tons of nerves, but we also free up time for the really important things, namely providing the best possible experience for the customers and also the employees within the company. Thank you very much for your attention! Hopefully, it was insightful, and you could take something away for yourself! In the fifth and final part of our mini-series, we will delve deeper into the topic of optimizing your own website . Our previous post on the topic of Contextual Advertising follows. Have we forgotten something important, or do you have questions on the subject? Then feel free to write it to us in the comments! If you want to get in direct contact with us, feel free to check out our contact form. We help you better understand your competitive situation and benefit from it, so you can get the most out of your online marketing strategy - simple and non-binding!

Contextual Advertising: How Context-Based Advertising Works

Mar 12, 2025

Alexander

Frank

Category:

Search Engine Advertising

The post banner with title, background image, and icon.

In this article, we take a closer look at Contextual Advertising. We will discuss the advantages of this advertising form and highlight some providers and opportunities that are particularly suitable for it. If you missed the previous parts of the series, feel free to check them out. There, we talk about why it is important to define the right corporate goals and the benefits of broadening your online marketing channels . Contextual Advertising With stricter data protection laws and the resultant increasing targeting restrictions , as well as the trend of many marketing platforms to automate and broaden campaign distribution, it becomes even more crucial to reach the right target audience at the right time and to minimize scatter losses as effectively as possible. But what are the options for targeting one's audience more effectively? This is where Contextual Advertising comes into play. In this form of advertising, ads are not displayed based on users' demographic data, preferences, and interests, but the algorithm primarily focuses on the current context of the page - which gives it the name “Contextual” Advertising. This means that websites are categorized based on various factors. These could be, for example: Product categories Images Text passages Specific keywords in the running text. After a successful categorization, ads that match the page content are played. In the example above, we see a NIKE advertisement placed in an article about the major running shoe test of 2024. It can be assumed that people interested in this article are also more likely to be interested in purchasing new running shoes in the near future. Thus, there is a match between the advertised ad and the purchase intention. The fact that the ad often blends seamlessly into the actual content of the website additionally reduces friction and enhances the coherence between advertising and content. Numerous studies have already shown that this positively impacts user perception and can increase purchase readiness. As mentioned earlier, Contextual Advertising helps to create as much relevance as possible for the target group while impacting the user experience minimally, and ideally even improving it. Additionally, it offers a good opportunity to position your brand in a targeted and brand-safe manner, thus avoiding unnecessary scatter losses. Since it completely dispenses with the use of cookies , this form of advertising is significantly more future-proof and robust against the increasing restrictions on third-party cookies. The question of the right channel for Contextual Advertising often cannot be answered universally but depends on many factors. On the one hand, there are the classic providers such as Google Ads or Microsoft Advertising , which enable contextual advertising. Here, targeting by keywords or specific placements is available. From experience, Google's keywords are often interpreted very “broadly,” which can make this type of targeting quite inaccurate. Advertising via placements works better. For example, offering moving services could achieve above-average campaign results on sites dealing with apartment searches, house buying, and similar topics. Other providers have almost exclusively specialized in Contextual Advertising. The most well-known among them are probably Criteo and GumGum , which have developed more advanced algorithms for website categorization, thus ensuring a significantly better match between content and ads . This is particularly worthwhile if the product range is quite broad. But what options are there if we offer a very “niche” service? Reddit offers the possibility, for example, of reaching people who have viewed or interacted with specific subreddits. Since Reddit is generally a platform with relatively higher engagement rates, this can positively affect ad perception and interaction. Although it's not possible to exclusively target specific subreddits here, higher relevance for the target group is still given by the fact that interaction with a subreddit already assumes a higher interest . Companies that sell tech products or gaming accessories could also find a promising channel in Twitch . Originally started as a purely gaming platform, Twitch has significantly expanded its offerings, but for many tech-savvy individuals, it remains a very relevant channel in the entertainment routine. And who hasn’t wanted a setup like their favorite streamer? Often unjustly underestimated, (Digital) Out of Home Advertising, also known as (D)OOH , is still often treated very negligently. What used to be indispensable in the form of billboard advertising in any marketing mix has lost significant popularity since the introduction of digital marketing, but has been on the rise again in recent years. More and more companies are recognizing the advantages of well-placed outdoor advertising, especially since the introduction of digital screens, which opens up a whole new range of possibilities. Suddenly, it is possible to advertise very dynamically at specific locations or at relevant times, reaching exactly the right target group at that moment. McDonald's demonstrated impressively a few years ago that this approach can work. Thank you very much for your attention! Hopefully, it was informative, and you could take something away from it! In the fourth part of our miniseries, we will take a closer look at competitive analysis . Have we forgotten something important, or do you still have questions on the topic? Feel free to write it in the comments! If you want to get in touch with us directly, feel free to visit our contact form . We help you to position your brand even more effectively with Contextual Advertising so that you can get the most out of your online marketing strategy - simply and without obligation!

Google Premier Partner 2025

Mar 11, 2025

Axel

Vortex

Category:

Inside Internet Warriors

Post banner with blog title, icon, and image, showing multiple hands stacked together (team spirit).

internetwarriors GmbH is a Google Premier Partner 2025 As a Google Premier Partner 2025, we at internetwarriors GmbH are among the top 3% of all Google partner agencies in Germany. But what exactly does this mean for you, and why is it so important to choose an agency with premier status for your Google Ads campaigns? What does Google Premier Partner 2025 actually mean? The Google Premier Partner status is the highest accolade that Google awards to agencies within its partner program. This status honors agencies that are particularly successful in digital marketing and achieve outstanding results for their clients. As a Google Premier Partner 2025, internetwarriors receives exclusive access to Google tools, training, and support, which in turn allows us to make your campaigns even more successful. Why you benefit from a Google Premier Partner agency A Google Premier Partner agency offers you significant advantages over other agencies: Exclusive access to advanced Google resources and tools Direct contact with Google experts for quick and effective problem solving Early information about the latest Google Ads features and beta functions Deep expertise and continuous training of our staff directly by Google Our Google Ads services – specialized and tailored for you Our core competency as a Google Premier Partner 2025 lies in Google Ads. We develop and optimize search ads, display ads, YouTube ads, and shopping campaigns to ensure your company’s sustainable online success. Here’s what sets us apart as a Google Premier Partner: Search Ads Search ads are among the most efficient methods of directly reaching your target audience. As a Google Premier Partner, we know exactly how to optimally align your ads with your target group. This way, you reach qualified users who are actively searching for your offerings. >> More information about Search Ads Display Advertising With targeted display campaigns, we increase your visibility in the Google Display Network. Our specialists create ads precisely tailored to your target audience to strengthen your branding and unlock new customer potentials. >> More information about Display Campaigns YouTube Ads YouTube is an excellent platform to reach users with video ads. As a Google Premier Partner, we create creative and attention-grabbing video campaigns perfectly aligned with your brand. >> More information about YouTube Ads Google Shopping Especially in the e-commerce sector, Google Shopping campaigns are crucial for success. We support you with setup, optimization, and management of your shopping ads to sustainably increase your sales. >> More information about Google Shopping Our proven Google Ads process Analysis and Strategy:  Every successful campaign begins with a comprehensive analysis of your current measures. We analyze the status quo, define clear goals, and develop a bespoke strategy tailored precisely to your business. Implementation and continuous optimization:  As a Google Premier Partner, we use advanced analytical methods to continuously optimize your campaigns. Through data-driven reporting, we adjust keywords, ads, and landing pages precisely to your target audience. Monitoring and transparent reporting:  We provide you with regular detailed reports, allowing you to track how your campaigns are developing and how your marketing budget is being efficiently used. This way, we always keep an eye on success together. Successes we can achieve together with you Our collaboration as a Google Premier Partner means we deliver measurable results: Higher visibility with your target audience Significantly improved conversion rates Increasing revenues while simultaneously reducing cost per conversion Optimal use and management of your advertising budget Real-world examples – successes of our clients with Google Ads Our clients benefit directly from our Premier Partner status. For instance, through collaborations with companies from various industries, we've achieved successes such as a revenue increase of up to 35% or a reduction in cost per conversion by up to 50%. A look behind the scenes: How we work Strategy development: We start with a thorough analysis of your current Google Ads campaigns and market position. Based on this, we create an individual strategy that optimally supports your goals. Campaign design: As a Google Premier Partner, we develop creative and effective campaigns precisely tailored to your target audience. We benefit from exclusive Google insights and the latest tools. Ongoing support and optimization: Our experts regularly analyze your campaign results and continuously adjust ads and strategies to ensure maximum performance. Transparent results: You receive detailed reports that transparently present all results and provide full transparency over your investments. Why you should talk to us now The Google Premier Partner status 2025 is a quality seal that ensures safety and success for you. Now is the perfect time to take your Google Ads campaigns to the next level with the support of internetwarriors. Together, we develop your individual strategies, boost your performance, and ensure that your business grows sustainably. Take advantage of a Google Premier Partner agency now and schedule a non-binding consultation with our Google Ads experts today. Together, we will set your online marketing on the path to success. For more information and contact options , please visit our website: www.internetwarriors.de.

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